The non-broadcast and broadcast rules have been harmonised. Whilst ads for e-cigarettes have been able to appear on TV, previously actual depictions of e-cigarettes in those ads were prohibited. The changes mean that from next month e-cigarettes can be shown, including in use, in ads across UK media, on the condition that the ads comply with the strict new rules.

• The truth is that the study only measured ever use of electronic cigarettes, not current use, regular use, or addiction to nicotine. Thus, it could not determine whether the kids who had tried electronic cigarettes ever used them again. So it could not tell if these kids were addicted to nicotine. They may have simply tried an electronic cigarette and not vaped again.

Second, he cites the press release from that study, which opened with the admonition that electronic cigarettes are a gateway to smoking. Clive writes: "There is no basis for drawing this unequivocal ‘gateway’ conclusion from the data presented in the study. None whatsoever – and the published study even makes this clear. In fact the data are consistent with the opposite hypothesis – that e-cigarettes are primarily used by smokers interested in quitting or cutting down. Indeed the observation that users have a higher intention to quit smoking lends support to that hypothesis more than to your preferred explanation."

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