So why do European institutions and several European governments continue to treat vaping products as if they were the same as tobacco?

This confusion, fueled in part by misleading research and uncritical media coverage, may mislead smokers who are looking for a less risky alternative to smoking.

Indeed, a growing number of academics and public health bodies are concluding that vaping products are much less harmful than smoking. Independent research suggests that a switch from smoking to vaping could provide significant public health benefits. The United Kingdom's Royal College of Physicians and Public Health England, for example, have concluded that vaping is up to 95% less harmful than smoking.

So far, European regulators have failed to seize the opportunity to convince millions of smokers to switch to vaping products, improving public health and potentially saving billions of euros in societal costs.

Help us convince European regulators to fight the fog around vaping products. Together, we can make it easier for European smokers to switch to e-vapour products by eliminating some of the most restrictive tobacco-style regulation such as restrictions around the points of sale and the application of tobacco-style excises.

We do not ask for e-vapour products to be unregulated, but rather to be regulated in a smart way.