We support the decision of the MHRA to regulate e-cigarettes. Nicotine is an addictive drug, and nicotine-containing-products (NCPs) should be rigorously quality controlled, and sold only through licensed outlets, only to adults.

While the NHS been successful in recent years in de-normalising smoking and reducing its influence, there is a danger that e-cigarettes will re-normalise smoking.

The involvement of some major tobacco companies in the development of e-cigarettes, and the similarity of recent advertising to long-banned tobacco marketing, strongly suggest that e-cigarettes can be a route into tobacco smoking for adults and children. The advertising of e-cigarettes should equally conform to that of regular tobacco products.

As a leading innovative provider of quit-smoking programmes across the country, we remain interested in how e-cigarettes may be responsibly incorporated into the legitimate range of smoking cessation techniques. Nicotine Replacement Therapies (NRTs), especially when used with the added benefit of professional support, are a well-used and proven route to quitting totally, and for good.