Vape boss says allowing ‘strict’ ads would help smokers quit


While cigarettes contain a range of toxic cancer-causing chemicals, vaping may itself cause long-term damage to lungs, hearts and brains. Therefore, it is only recommended for adult smokers trying to quit as part of the NHS “swap to stop” programme.

According to the NHS, vaping is less harmful than smoking and could help people to quit. However, the long-term effects are not yet known, and children have been warned against using vapes.

Challenged over vaping being bad for people’s health, Ertonguc cites studies from the United States Food and Drug Administration (FDA) and European organisations.

“Nicotine is not the cause of cancer, but it is addictive. It’s not risk free,” she says.

About 20% of 11 to 17-year-olds in the UK have tried vaping, according to a 2025 survey by health charity ASH, external (Action on Smoking and Health), and 7% of that age group said they currently vaped.

And globally the figures are even more stark with the World Health Organization (WHO) warning at least 15 million children are using e-cigarettes, which is fuelling a new wave of nicotine addiction.

Ertonguc admits that seeing children vaping makes her uneasy. “Smoking is not a thing for youth,” she says.

“Any nicotine product shouldn’t be used by anyone under legal age.”


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