Brand Spur Issue 7 | Page 25

Investigating e-cigarettes

A look into the booming e-cigarette industry and the potential misinformation behind its growing success.
The e-cigarette industry, also knowing as vaping, is enjoying great success across the United States with over 10 percent of all American adults- ie, an estimated 20 million people- currently vaping. Profits are also through the roof, with revenue from the vaping industry doubling in value from $ 1.75bn in 2013 to $ 3.5bn in only a two-year space of time. Most e-cigarette users are either former or current smokers, with many taking a gamble on vaping being less detrimental to their health than traditional tobacco, simply because less is currently known about the new device. But with research into e-cigarettes already struggling to keep up with new developments and changing statistics, how do consumers know which products to trust?
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