With the publication a few days ago of Action on Smoking and Health’s new report on electronic cigarette use much is being made of its finding that e-cig uptake is much wider than that of traditional nicotine replacement therapy. Yesterday, for example, Matt Ridley, in The Spectator wrote:
In Britain alone two million now use these devices regularly. In study after study, scientists are finding e-cigarettes to be effective at helping people quit
Unfortunately, like other rapid commentators, Ridley then picks another finding – that only 0.4 per cent of these vapers were previously non-smoking children – to speculate the argument is now over about renormalisation. Quote: “The argument that vaping is going to ‘renormalise’ smoking… is clearly nonsense. With that gone, what arguments are left?”
Well, there are arguments left. To start with two or three years worth of data is nothing to base a conclusion on. It’s taken a century to denormalise smoking, can just a few years of data do the job of a hundred years of data just like that? It seems unlikely to say the least. For a proper assessment we’d need to study these children for at least thirty or forty years.
This, by anyone’s measure, is a long time to study a child. And anyway, why wait when we know that the relationship between vapour and smoke will never be sundered? You won’t be surprised to learn that we’ve been carrying out our own research here at LFG into vaping activity and the results are pretty definitive. The question we asked ourselves was: why does vaping have the edge over other forms of NRT? And the answer was: vapour. Specifically, its effect on self-cognition. As with smoking, the gently uncoiling swirls of vapour offer up a mirror to the electrical activity in our brains, remodelling the workings of the inner world in the outer world and transforming non-substantial thoughts into something material, apparent and circumambient: we see ourselves thinking. This is a highly powerful and addictive effect and an effect, crucially, that means vaping will forever partner smoking because that’s where the effect first came from.
So, working with NRT supplier Gerskzer over the last year we’ve come up with what we believe to be a revolutionary solution to the problem of needing vapour to work… but not needing the swirling, brownian motion of more traditional smoking to avoid renormalising smoking. The solution is an inhalator that produces a mist responsibly: the mist escapes the mouth in a long, straight, responsible line. Check out the ad below, and let us know your thoughts.