FEATURE
NEW NICOTINE ALLIANCE SECRETARY
SARAH JAKES
ON HER E-CIG SUMMIT SPEECH, AND VAPING IN 2018
Sarah Jakes of the New Nicotine Alliance closed the 2017
London E-Cigarette Summit with a speech that has made the
rounds online among vapers, and was warmly received as a
true highlight, hitting on almost every essential issue facing the
industry in a profound and personable way. Her placement on
the card required nothing less than perfection. With an audience
edified by the preceding talks and satisfied with the summit
overall, she had several tough acts to follow, and no one envies
the closing act at such a stacked event.
Sarah’s speech was a mixture of storytelling (both personal and
far-reaching in nature) analysis, suggestions and encouragement.
Her themes were cautious, rightfully calling out areas where
vapers and businesses have been slacking. But Sarah was
also realistically reconciliatory; warning against excessive
demonisation of smokers (almost all vapers have quit combustibles
and may remember what it was like to be confronted about their
habit aggressively.) She also reminded us that though vaping
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may be a pleasurable hobby for some, it is a mere functional
activity for others, who shy away from a sometimes-intimidating
vaping culture, overflowing with in-group behaviours. Sarah also
pointed out that for some would-be vapers, a good vape shop can
be the ideal start to vaping, whereas others could benefit from an
e-cig-friendly stop smoking service. A large consumer market is a
diverse one, and the industry must never become myopic in
its approach.
“If public health truly wants to maximise the benefits of vaping
it must recognise all of these experiences as equally valid and
equally valuable, as must industry,” she said. “Both should be
asking themselves what can we add, not what can we restrict.”
Following on from this breakout moment for an increasingly
prominent figure in the UK vape scene, Vapouround interviewed
Sarah on the summit, the industry, and the road taken to this
speech. Sarah spoke glowingly of the summit. “It’s always a
fascinating day, and an opportunity to catch up with what’s going