The government’s “nudge unit” wants to encourage the use of electronic cigarettes, banned in many countries around the world, in an attempt to reduce the numbers killed in the UK by smoking diseases each year.
The Cabinet Office’s behavioural insight team – better known as the nudge unit – wants to adopt the new technology because policy officials believe the rigid “quit or die” approach to smoking advice no longer works. Rather, they want nicotine addiction to be managed to help smokers who otherwise won’t quit – an approach the unit believes could prevent millions of smoking deaths. Ten million people in the UK smoke, and smoking claims 80,000 lives a year.
Current alternatives to smoking range from smokeless tobacco to the Swedish snuff-like product Snus, which is illegal in the UK. Versions of smoke-free cigarettes are illegal in Australia, and banned in Canada, Brazil, Singapore and Thailand because side-effects haven’t been tested.
But experts have advised the UK government that the nicotine contained in some new, smoke-free cigarettes is no more harmful than caffeine in coffee. A Cabinet Office source said: “A lot of countries are moving to ban this stuff; we think that’s a mistake.”
John Britton, professor of epidemiology at the University of Nottingham, told the Guardian that on top of the current smokeless range – which includes electronic or “e-cigarettes” that simulate smoking by producing an inhaled mist – there are three or four devices in different stages of development. But he said some companies have been reluctant to develop this technology because they had expected it to be as tightly controlled as pharmaceutical drugs.
Britton said: “If a manufacturer makes a health claim for anything then it becomes a drug, and drugs have to be regulated with tight controls. The current nicotine replacements are sold as drugs; however, e-cigarettes contain nicotine but get around this by making no health claim and so can be sold freely, but with little or no information on safety or standards. What we’re asking for is a regulation change to bring all nicotine products into a light-touch regime that will guarantee reasonable purity and safety standards but make them as available as cigarettes in a shop.”
The Medicine and Healthcare Products Regulatory Agency (MHRA) is looking into approving these devices for use. If it finds in their favour, the government is likely to push for them to be placed prominently in shops alongside tobacco cigarettes, where they would be sold at a cheaper rate.
This is fantastic news for the Electronic Cigarette industry. It seems that these products are finally being recognised as important and successful alternatives for smokers.





