Ever since the big tobacco companies started lauding e-cigarettes as the future for the industry, there has been mounting concern over the health risks associated with these next generation products. But complaints of nausea, headaches, eye redness and breathing difficulties gained legitimacy this week when the World Health Organisation (WHO) said potential risks warranted stricter regulation to control the sale of e-cigarettes.
Regulation is not a word big tobacco companies like. Until now, companies such as Imperial Tobacco (IMT) and British American Tobacco (BATS) have enjoyed the benefits of erratic e-cigarette regulation, which is largely the result of a dearth of reliable evidence detailing the effects on consumers. But some studies, some of which the WHO has cited, have led to the ban of e-cigarette advertising in 30 countries and barring the use of such products indoors.
The devices work by heating a liquid mix of nicotine, different flavourings and dilutants, which turns into a vapour that is inhaled by users. They don't involve tobacco or produce the cancer-causing chemicals in cigarette smoke, which means the tobacco industry can market them as a tool to wean current smokers off traditional cigarettes. But the WHO is not concerned about existing smokers. Instead, it's worried about the devices' effect on passive smokers, some of whom have said they feel unwell when e-cigarettes are used in their immediate environment.
Another problem the industry faces is the consolidation of e-cigarette regulation. Britain, for example, has taken a medical approach stating any device on sale from 2016 must be approved by the same regulatory body that approves pharmaceutical drugs. But the EU will promote a different approach by limiting the ingredients used, particularly nicotine, as well as various advertising methods. But BATS has already warned tobacco companies must be given a wide enough remit to allow e-cigarette adverts to demonstrate a better safety profile over traditional products.
In April, the US Food and Drug Administration (FDA) proposed the extension of its tobacco authority to cover e-cigarettes, enabling age restrictions and strict product reviews. But critics say the proposals did not go far enough considering the FDA's tough stance on traditional tobacco products. E-cigarettes are thought to be available in 7,764 flavours in 62 countries and City analysts estimate global e-cigarette sales reached $3bn last year, up from $20m in 2008.
