Intended for healthcare professionals

Rapid response to:


First TV advertisement for e-cigarettes prompts complaints

BMJ 2014; 349 doi: (Published 24 November 2014) Cite this as: BMJ 2014;349:g7100

Rapid Response:

Vaporizer refills of e-liquid (or “juice”) are available in little colored bottles in different flavors & nicotine concentrations. The colored bottles containing flavors, better to say “flavored bottles of poison”, attract infants and young children. Now nicotine is in the hands of minors, recently there are reports of e-liquid poisonings in childrens and in adults. Accidental e-liquid ingestion is an emerging paediatric problem.

Strictly prohibit the promotion of e-cigarettes in print, on TV and lifestyle advertising. Ban the sale of e-cigarettes to minors and schoolchildren. This may initiate nicotine use and may lead to tobacco smoking in kids, children and among non-smokers.

Competing interests: No competing interests

24 November 2014
Dr.Rajiv Kumar
Associate Professor, Deptt. of Pharmacology
Dr.Jagjit Singh, Assistant Professor & co author.
Government Medical College & Hospital, Chandigarh 160030. INDIA
House No- 1156 B, Sector 32 B, Chandigarh , 160030. INDIA.