The consultation on the advertising rules took place amid widespread debate amongst policy makers, health professionals, charities and business about the role and safety of e-cigarettes. During the consultation we took into account the wide range of views that exist about e-cigarettes and their potential to re-normalise smoking, as well as the case being made for their public health benefits. With legislation around the promotion of e-cigarettes not coming into effect until 2016, we have moved quickly to establish a responsible framework for advertising in the UK.

With that conclusion, the FDA has unfortunately destroyed its scientific credibility. It has demonstrated that it will be ideology, and not science, that dictates the regulation of tobacco and nicotine-containing products in this country.

A further reason not to ban flavorings in e-cigarettes is that youth who experiment with these flavored products are almost certainly much less likely to progress to smoking. It is difficult to imagine a youth transitioning from a cherry e-cigarette to a Marlboro. In a sense, flavored e-cigarettes may actually be protective of youth transitioning from vaping to smoking. The tastes are so vastly different, and the e-cigarette use probably accustoms youth to a flavored taste that they are just not going to get with a real cigarette.

Electronic cigarettes, on the other hand, have a clean and cool hit that is soft on the lungs and is designed to satisfy your nicotine cravings, not your cravings for smoke.

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