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-fire commenters, Ridley then picks on another finding – that only 0.4 per cent of vapers were non-smokers – to wildly speculate that this means the argument is over about renormalisation. Quote: “This argument that vaping is going to ‘renormalise’ smoking… is clearly nonsense. With that gone, what arguments are left?”
The argument that’s left is that two or three years worth of data is nothing to base a conclusion on. It’s taken a whole century (or nigh on) to denormalise smoking, does he honestly think only a few years of data can slam shut the case on e-cigarettes’ possible malign influence on young minds? Really? Of course not. For a proper assessment we would need twenty or thirty years of studies.
This, by anyone’s measure, is a dangerously long time to wait. 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: it’s the vapour. Specifically, its effect on self-cognition. As with smoking, the gently uncoiling swirls of vapour offer up a mirror to the electrical activity that swishes through our brains, remodelling the workings of the inner world in the outer world and transforming thoughts into something material, apparent and circumambient to the flesh: we see ourselves thinking. This is a highly powerful and addictive effect and an effect, crucially, that means vaping will forever partner smoking and forever be the knock on the door reminding you of the existence of cigarettes.
Working with NRT supplier Gerskzer over the last year we’ve come up with what we believe to be a revolutionary solution to the devilishly malignant brownian-motion problem of vapour and smoke. An inhalator that produces a mist, the Plume is careful to acknowledge the benefits of vapour production in aiding the switch from tobacco, but unlike e-cigarettes, does this responsibly: its mist escapes the mouth in a long, straight, responsible line. Check out the ad below.