Nicolites electronic cigarettes company responds to feedback from the ASA

The UK's independent regulator for advertising across all media, the Advertising Standards Authority launched an investigation into whether the claims from Nicolite's website could be substantiated. Despite a number of studies undertaken by the company itself concluding that the products posed no health risks, the ASA found the claims had breached their guidelines.

It appears that whilst it is generally accepted that electronic cigarettes are a much safer alternative to tobacco cigarettes, the studies could not be accepted as they weren't considered to be clinical trials. Alongside information into their studies, Nicolites also submitted a Toxicology Risk Assessment, with significant detail into the ingredients in the liquid, concluding that this liquid was "safe for its intended use".

Managing Director of the leading electronic cigarette firm, Nikhil Nathwani explains the company's reaction to the news.

"We have taken on board the ASA's comments and plan to adhere to their advice. What we would like to make clear however, is that the ASA have not specified any aspects of our product as being harmful to consumers.

"Since the electronic cigarette's humble beginnings in 2004, there has not been, to the best of our knowledge, any reported adverse effects. Subsequently we are actually planning to carry out our own clinical trials in the coming months. We're confident this will serve to uphold this view."

Moreover, it appears that the comments and views of sceptics have actually been less well supported than the claims from electronic cigarette companies. Respected professor, Michael Siegel from the Department of Community Health Sciences at Boston University School of Public Health recently criticised anti-tobacco researcher Dr Stan Glantz for admitting his approach to evidence of the success of the product was simple to ignore it. Siegel described Glantz as "spouting tobacco control propaganda."

Recent figures have shown that, for whatever reason, popularity of electronic cigarettes has increased dramatically in recent times. In fact the ECCA has estimated that the current UK growth for electronic cigarettes stands at approximately 50% per year. Nicolites have since been announced the market leaders and believe that their honest and transparent approach to their trade can be largely responsible for their growing popularity. Mr Nathwani shares his thoughts on the matter.

"Whilst we're delighted to have replaced approximately 140,000,000 cigarettes in the UK, what we're most proud of is the feedback we get from our customers over the improvement to their health.

"The health implications of smoking have been widely publicised over the last couple of decades and the link between tobacco and diseases such as lung cancer is undeniable. For this reason we believe public health representatives should support electronic cigarette as a product that eliminates this threat."

Studies into the safety of electronic cigarettes continue to take place, with one of the most recent, an experiment carried out by T,Schripp, D.Markewitz, E.Uhde and T. salthammer. The study looked at emissions from electronic cigarettes in comparison to conventional tobacco cigarettes. The results concluded that the levels of volatile organic compounds measured were substantially lower with electronic cigarettes than with regular cigarettes. These findings have been reflected throughout a wealth of other research.

Professor Siegel commented, "In my opinion, electronic cigarette companies which are claiming that use of their products reduces the health risks associated with cigarette smoking are making factual statements for which there is plentiful scientific evidence."

Nicolites are hopeful that this view becomes more widespread and that research into the safety of electronic cigarettes continues. In the meantime, demand for electronic cigarettes continues to grow, not only in the UK, but around the world. The level of satisfaction of smokers who have given up the habit in favour of vaping can be held largely responsible for this growth as users make recommendations and word of mouth serves as the most powerful advertising method.