Katherine Devlin, President of the ECITA, gives her take on the debate around the new advertising laws which allow vaping to be shown on air.
Although the rules strictly state smoking may not be glamourised, there are concerns that companies will do their utmost to bend the rules to breaking point.
Devlin argues that the adverts may be a source of help for smokers, by offering an alternative to traditional tobacco cigarettes. However, the adverts do not live up to this promise.
There is also discussion over how safe e-cigarettes are.