Tobacco cigarettes kill 700,000 people every year in the EU. E cigarettes have the potential to disrupt the business model of the established tobacco industry. However, rather than encouraging this, MEPs on the European Parliament’s Environment Committee have today voted to have e cigarettes regulated as a medicinal products, a move that the Parliament’s own Legal Affairs Committee said, constitutes a ban.

E cigarettes can only be considered medicinal if they directly treat a disease. E cigarettes do not do this they simply deliver clean nicotine without the tar, carbon monoxide, and volatile hot gases of cigarettes. For people who switch from cigarettes, they hugely reduce risk, while satisfying the need for nicotine and some of the behavioural aspects of smoking.

Far from helping those smokers who want to switch, medicines regulation will add costs, impose burdens, apply restrictions, and hold back innovation. It may result in many smaller and more innovative producers of electronic cigarettes going out of business. Medicines regulation creates a default prohibition and requirement for approval, leaving tobacco cigarettes as the only easily marketed source of nicotine.

Speaking after the announcement, Fraser Cropper, Chief Executive Officer of Totally Wicked said

“Do policy makers really want to protect an industry that kills 700,000 people at the expense of a market based, consumer led public health revolution that has the potential to save millions of lives? Let us not hide from the stark facts, because that is exactly what they have done today. If today’s vote had truly been about public health then MEPs would have voted to ban tobacco cigarettes.

If policy makers are unwilling to ban tobacco cigarettes then they have a moral obligation to ensure that any regulatory regime they introduce to regulate e cigarettes, a recognised safer alternative to tobacco cigarettes, continues to allow them to be sold freely and in a way that is attractive to existing tobacco cigarette smokers. Today MEPs shirked their moral responsibility. Those MEPs that have failed their constituents by supporting fallaciously misrepresented facts, knowingly purveyed to drive through this obvious ‘ends driven’ regulation, must now take full accountability for their actions.

The question must be asked Why do policy makers want to intervene to prevent or obstruct a smoker having access to products that could potentially save his or her life? Every barrier placed in the way of e cigarettes has significant health consequences. Shame on them.”



Notes to Editor

For further information about Totally Wicked Ltd /


For further information please contact
Fraser Cropper, Chief Executive Officer of Totally Wicked
E fraser
T 44 (0) 1254 297 092
Katie Knight, Public Relations at Totally Wicked
E pr
T 35 4659 8371
Richard Hyslop, Endeavour Public Affairs
E richard
T 44 (0) 7974 133 651

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