Smoke-Free Bill Recommendations A Step In The Right Direction - But Could Disadvantage Smokers Seeking Safer Alternatives

The Ministry of Health’s recommendations on electronic cigarettes are a step in the right direction but could disadvantage smokers who seek a safer alternative to traditional cigarettes.

Parliament will soon consider the Ministry’s recommendations on the Smoke-free Environments (Controls and Enforcement) Amendment Bill, including its proposal that electronic cigarettes containing nicotine be legislated as a tobacco-related product.

Paul Medarov, Director of PGM International, which distributes the Elusion and Hydro e-cigarettes in New Zealand, says it is significant that the Ministry acknowledges that electronic cigarettes are “far safer” than traditional ones.

The Ministry also recommends treating e-cigarettes that contain nicotine as a tobacco-related product rather than a medicine. The high compliance costs of being forced to sell them as a medicine will remove e-cigarettes from the market, causing harm to current and potential future users of these products.

“Although the Ministry’s recommendations are a step in the right direction, other aspects of their proposal create a confusing and potentially dangerous situation for consumers. This is because e-cigarettes will be subject to the same retail display and advertising restrictions as traditional cigarettes,” says Mr Medarov, who believes e-cigarettes should be considered as a category in their own right.

“E-cigarettes are not a medicine, nor do they contain tobacco. Treating them as such may confuse smokers who are trying to reduce their nicotine dependence, or who want to avoid the health risks associated with traditional cigarettes.”

Mr Medarov fully supports heavily restricting the display and promotion of traditional cigarettes because it is a well known fact that tobacco smoking and second-hand smoke kills 5000 New Zealanders every year.

E-cigarettes are, however, very new in the market so restricting point of sale displays and other forms of promotion greatly advantages traditional cigarettes, which already are a very well-known product.

“Restricting e-cigarette promotion may prevent many smokers from realising that there’s a far safer alternative to traditional cigarettes.”

ENDS

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