E-cigarettes are on the public health agenda and during the European Regional Committee of the World Health Organization the discussion around e-cigarettes were highly debated. A common topic was the dramatic rise in the marketing of e-cigarettes that is now being seen in many countries (McKee 2013)

The availability of e-cigarettes makes it easy for anyone to purchase them and many small-scale e-cigarette producers have set up business during the past five years. They promote devices through advertising and social media. Images aimed at adolescents are similar to those previously used by the tobacco and alcohol industries. More recently tobacco companies have quickly entered the e-cigarette industry and bought up e-cigarette manufacturers and might be a whole new tobacco industry (Ashron 2014). It is fairly obvious that the “new tobacco industry” is aiming towards adolescents. This turn in the marketing and industry is not good news, because you would think that the whole purpose of e-cigarettes were to help people quit smoking, not getting people to start “vamping” (Kamrow 2013).

The disagreements about e-cigarettes and its effect on public health have brought tension between individual benefits and the wider population perspective. There are many subjective reports that states that users of traditional cigarettes find e-cigarettes to be helpful in reducing smoking, however there are no strong evidence that proves e-cigarettes to be better than existing support, such as individual services provided by National Health Services UK (NHS) (Ashron 2014). NHS provides people who want to quit smoking with a public health campaign with individual support and guidance. They state that a thousands of people have quit smoking for good with their help and studies show that a smoker is up to four times likely to quit successfully with the use of medicine and specialist