For many ordinary consumers, the perception that e-cigarettes are harmful comes from a “survivor bias” in information reception. In the e-cigarette industry, the whole chain should be strictly checked, from material selection compliance at the source to safety testing before delivery.

The influx of untested e-cigarette brands using non-compliant additives into the market has led to confusion and left consumers with the impression that e-cigarettes are harmful. In the words of one practitioner, it is like the “toxic milk powder” phenomenon: “Just because some milk powder is found to be toxic doesn’t mean the whole industry should be misunderstood.”

The UK government’s long-standing support for e-cigarettes is a good example of how to justify them.