Exclusive Q&A with Tom
Pruen, Chief Scientific
Officer at ECITA
The exponential popularity of e-cigarettes and the vaping industry
has been fascinating to watch unfold. Ever since the first prototype for the e-cigarette was discovered in 1963 through to
present day, the journey of the e-cigarette has been interesting
and controversial in equal measure. Should smokers of traditional
tobacco cigarettes make the switch to vaping? What does the
future hold for the vaping industry and will it see any signs of
abating? We caught up with Tom Pruen, Chief Scientific Officer at
the Electronic Cigarette Industry Trade Association (ECITA) for an
exclusive Q&A.
Vaping is widely believed to be the healthy alternative to
traditional tobacco cigarettes. Do you think this is the case?
I think healthy is going a step too far. While there is no doubt that
the levels of harmful chemicals from vaping make it much healthier than smoking, something now acknowledged by even the most
fervent opponents of e-cigs, it will carry a slightly increased risk
compared with not vaping or smoking. Based on the currently
available evidence (and indeed simple logic) this risk will be low,
with most estimates being of a 95% or better risk reduction compared with smoking, but this still leaves the scope for there to be
some risk. At this level, it probably falls within the same range as
many lifestyle risks we take for granted, and probably isn’t readily
detectable statistically, but it will still exist.
What advice would you give to those wanting to make the
switch from traditional tobacco cigarettes to e-cigarettes?
There are a few key points, I think. One is that there is no ‘one size
fits all’ solution, so be prepared to experiment a little. If you try a
product, and it isn’t working for you, try something else, and don’t
assume that you will look for the same things in vaping as you did
in smoking, particularly in terms of flavour. Many people assume
they will want a tobacco flavour, but after a bit of experimentation find they are much happier with a fruit or sweet flavoured
vape. Some people favour e-cigs that are shaped like cigarettes,
especially to start with, but most find that larger tank based e-cigs
work better for them.
The other (for most vaping gear) is to take slower, longer puffs.
Although on the face of it, the method is identical to smoking,
there are a few differences. When smoking, you draw harder and
faster to increase the intensity, but this has the opposite effect
with vaping.
Vape often! E-cigs don’t generally deliver as much nicotine per
puff as smoked ones, so it can be more difficult to keep nicotine
at a satisfying level. On the plus side, you can just have a puff or
two when convenient, rather than having 15 or so puffs, as on a
cigarette.
Probably the most important one is: don’t despair! Some people
put down their cigarettes when they first pick up an e-cig, while for
others it takes a while to transition. Cutting down on the amount
you smoke probably isn’t going to offer great health benefits, but
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the success rates (with medicinal NRT products as well as cold
turkey) rise as the number of cigarettes smoked falls, so a period
of dual use doesn’t mean failure. It’s important, if you are dual
using, to try and avoid ritualising the cigarettes you do smoke, for
example always smoking after a meal, as this does make it more
difficult to cut them out.
What is your opinion on the culture of vaping?
It’s been very interesting to watch the culture develop, change,
and to some extent divide. While for most people it’s about cigarette substitution, there is now definitely an aspect of vaping as
activity in itself, particularly with things like cloud chasing, which
is completely different from any kind of smoking behaviour.
I do find it somewhat sad that while many people are outspoken
on social media, support for ‘real world’ things remains low. NNA
(the New Nicotine Allian ce), for example, are doing great work
and it would be nice to see them get more support.
Did you envisage that vaping would be the beast of an
industry it is today?
Given the number of smokers, and the appeal of e-cigs (which
has only increased over time) it was somewhat inevitable that the
industry would evolve to be much bigger.
Where do you see the future of vaping in the next 5 years?
The growth of the vaping industry has been strong, and marked
by rapid innovation and continual improvements in quality and
choice. I can’t see this continuing at the same pace in the future,
mainly due to the changing regulatory climate.
It can be something of a minefield for someone new to
the vaping arena. What do you think of the various expos /
shows focusing on vaping, who champion e-cigarettes and
aim to educate new and seasoned vapers alike?
I think that the majority of the expos and shows have shifted from
offering much that would be of interest to a new user, in favour
of offering more sophisticated products to the enthusiast market.
While on the face of it, this appears unhelpful, it’s also the case
that almost all those who visit shows are already vaping converts,
and this is the kind of products they will be interested in. These
shows are a good way of reaching out to existing vapers, but are
very limited in any effect they could have on the wider public.
Vapouround would like to thank Tom Pruen for his time and the
invaluable work he does at ECITA. Founded in March 2010,
ECITA is the longest-running trade association for the electronic
cigarette industry. They are one of only two e-cig trade associations in the world which is not operated by those engaged in
the sale of vaping products, directly or indirectly, which makes it
easier to represent the interests of members and their customers
fairly and fully.