F E AT U R E
As detailed in our coverage of the latest study from Cancer
Research UK, vapour products never cause more than 5% of the
harm caused by combustible cigarettes. And research from the
University of Michigan and University at Buffalo (also covered
here) proved e-cigarettes are not a gateway to combustible
cigarettes. Unlike combustible cigarettes or pipes, vaping can still
be enjoyed without nicotine.
So, with all this in mind, is encouraging nicotine reduction the
right thing to do? Is it the responsibility of vape companies and
promoters, or does it lie with the consumer, with an overreach?
A sizeable number of vapers have succeeded at breaking their
addiction entirely through incremental means, but still consider
vaping a pleasure and hobby. Lounges, internet forums, DIY kits
and events (such as expos and cloudchasing competitions) have
expanded vaping into a thriving community of sociable creativity
that goes beyond the base satisfaction of urges.
Image 2: Vape trickster
Image 3: Quiting smoking
Dr Marina Murphy of British American Tobacco feels the vaping
industry has already gone above and beyond in providing
a safe alternative to tobacco and that in needs our support,
not condemnation.
“The responsibility of vape companies isn’t to lecture about
nicotine levels or content, but to produce safe, functional
products people want; products that can compete with cigarettes.
I don’t think it’s the company’s role to dictate, even advise, on
the exact level. The consumer handles these decisions and it’s
theirs to make.”
To Dr Murphy, the option to alter nicotine levels – or forego nicotine
completely – is all vape companies need to provide.
“If a smoker can freely switch to vaping, they can freely cut
down nicotine. People come to vape for a variety of reasons,
mostly to stop using tobacco products, but some just enjoy the
experience. Trends are already pointing to a cut-down in nicotine
use by vapers.”
Dr Murphy also pointed to a study conducted by Ernst & Young
on consumer trends in vaping, which shows vapers are already
in the habit of tuning out nicotine content. The study sees the
most common nicotine strength in global markets as between
one and six milligrams, and 14% of total vapers do so with
no nicotine at all.
Beating nicotine addiction and vaping purely for the fun of it may
very well one day be on the agenda, but for now, until smoking
is brought to its knees, it’s here to stay. Between global growth,
diversification and mainstream acceptance as a non-tobacco
outlet for cravings, vaping will have to keep its public image tied to
nicotine. The best the industry can do in the meantime is provide
those safe alternatives and ensure it does nothing to offset low-
nicotine trends.
VAPOUROUND MAGAZINE ISSUE 11 39