Electronic cigarettes (also known as e-cigarettes) are consumer products that provide an inhalable vapor by direct electrical heating of a liquid contained within the device or a replaceable cartridge.

Most e-cigarette liquids contain nicotine, although nicotine-free liquids are also available.

The regulatory oversight of e-cigarettes is currently diverse, ranging from no specific regulation in some countries to prohibition in other markets. Some have argued for tougher regulation, for example because the quality of many e-cigarettes currently on the market is highly variable or because they are concerned about the potential long term public health consequences of their use.

JTI supports reasonable and proportionate regulation of e-cigarettes. However it believes that:

  • Adults should be free to choose whether they wish to use e-cigarettes and no one should use them without understanding the risks associated with doing so;
  • All marketed e-cigarettes should comply with all relevant regulations, such as those concerning general consumer product safety, electrical safety and consumer protection from misleading marketing claims;
  • Regulation should aim to keep e-cigarettes out of the hands of minors and to remind users of the risks associated with their use;
  • Governments and regulators should avoid excessive regulation that prevents adult consumers from choosing these products.

JTI does not make any health claims about e-cigarettes in its marketing. To determine whether the use of e-cigarettes is less hazardous to health than smoking would require extensive scientific studies, including obtaining long-term clinical data.

JTI does not market e-cigarettes, or any other nicotine-containing product, to minors or to non-users of tobacco or nicotine-containing products.

Last updated on 2014-10-08