Vapouround magazine Issue 06 | Page 60

F E AT U R E have seen in the past will continue as the demand for a safer alternative to smoking increases and the passion, dedication and creativity of the people this industry attracts will drive that innovation forward. Juice flavours are a major area where we have seen huge levels of innovation and market-driven expansion. I remember that a year ago in the UK there were nowhere near the same range of flavours as were available in America. We had lots of different tobacco flavours but as far as the variety that was on offer in the US at the time then we were way behind the curve. Now that has all changed and we are rapidly catching up with the US in terms of the range of different juices on offer and in terms of international juice manufacturers and distributors competing to get a share of the lucrative UK market. Vaping as a hobby (and indeed as sport) has also seen a huge increase in just a year and this is also great for the industry as a whole. A whole market-within-a-market has grown around the cloud chasing and sub-Ohm vapers and there are now cloud chasing and cloud trick contests being held around the world with substantial cash prizes on offer for winners. 60 ISSUE 06 VAPOUROUND MAGAZINE Even a quick look on YouTube will show you how rapidly this section of the industry has grown and the interest in competitive vaping can only increase over time. There are more and more established teams around now, some with lucrative sponsorship deals, and training videos for up-and-coming cloud chasers or trick vapers are getting lots of views online. Make no mistake vaping is a huge industry and as companies see the untapped potential out there they are spending more on marketing and promotion than ever before. Some of the stands we see in exhibitions are works of art in themselves and we are in a situation where different companies try to outdo each other in having the most eye-catching expo stands that they can. The result of all this is that the public are better informed about vaping and are able to make more informed choices when it comes to vaping - especially when it comes to trying to quit smoking. It has helped enormously that respected bodies such as Public Health England and the Royal College of Physicians have both produced major reports which highlight the harm caused by smoking and the numbers of lives which could be saved by switching to vaping instead. A year ago people were generally confused by vaping and it was common to hear people say that they thought it just as bad as smoking. We still have a long way to go in terms of educating the general public, and in particular the smoking population, about e-cigarettes and vaping. Finally a couple of thoughts on regulation. Regulation is needed in order to keep standards high and to protect and reassure the public who want to switch from smoking to vaping (or who want to take part in competitive vaping for that matter.) But regulation must be proportionate and fair. If it prevents people from giving up smoking (which is one of the main criticisms of the TPD) then it is not fit for purpose and needs to be looked at again. Heavy handed regulation could kill smokers who were prevented from switching to vaping by over-zealous rules regarding product testing, advertising and product sales. That must not be allowed to happen. E-liquids and vaping devices are not tobacco products and the sooner those who regulate the industry realise that the better. It is then that we may actually get some sensible regulations which are for for purpose, sensible and proportionate. Overall I am excited about the future of this industry and I can’t wait to see what the next 12 months bring both for Va pouround and for the the wider global vaping community as a whole.