Do electronic cigarettes stop smoking ? The debate rages on. In one corner of the ring are the hard line purists who claim the only ‘reliable’ way to quit is to simply not pick up another cigarette (as represented by the admirable Nicotine Anonymous) while those in the other corner includes those that preach the virtues of the NRT (Nicotine Replacement Treatment) via the nicotine patch, nasal spray and of course increasingly the electronic cigarette. Playing referee are government agencies like America’s FDA, the press and most importantly smokers and ex- smokers.

In an effort to treat our treasured customers with the intelligence and honesty that they unquestionably deserve – here are what we judge to be the salient facts, about which we trust you will reach your own best conclusion:

•  Many of our competitors specifically sell their electronic cigarettes as devices to stop smoking.

•  Based on a huge amount of anecdotal evidence, IT only claims that ‘IT can help you stop smoking’. We are simply unable to legally claim it does stop smoking – despite our own personal beliefs.

•  We absolutely do not recommend that anyone starts using an electronic cigarette – unless they are already a smoker of ordinary cigarettes.

•  Customers using IT can choose if they want to have nicotine or not in their cartridges, and if so at any of three strengths – ranging from approximately the strength of a regular Marlboro, or Camel, to a Marlboro extra-light.

•  Many customers choose to equip their IT with cartridges with increasingly lower nicotine level leading to cartridges without any nicotine at all.

•  Psychologists have quickly realised that an advantage of using IT (as opposed to say using a patch like nicorette, nicotine spray, gum or lozenge) is that IT creates the same tactile sensation and oral-fix that smokers crave, while also satisfying any nicotine craving.

•  Customers often remark that IT is an even better ‘prop’ than an ordinary cigarette, or even a glass of alcohol, in a potentially discomforting social circumstance like a party.

•  At least initially, most users of e-cigarettes do not want to quit smoking, they simply wish to reduce their consumption of ordinary cigarettes, some or most of the time, by using something that is so much less dangerous.

•  Most IT users hugely appreciate the ability to smoke everywhere, unlike when they smoke ordinary cigarettes.

•  Most users of IT, soon enough decide that they actually prefer IT to ordinary cigarettes.

•  The multi-national tobacco and nicotine patch companies have a remarkable amount to lose by the arrival of a genuine alternative in their market-place.

•  The cost of getting approval for a specific product to be judged to be ‘a smoking cessation’ device by most government certification agencies is huge and could take years to be completed. While some such agencies in the developing world are sadly subject to much corruption from vested interests.

At minimum, let us console ourselves with the obvious fact that when one is using IT one has, by definition, quit smoking - if only because IT delivers just warm vapor and never burning smoke. Unless that is, you perversely like putting a lit ordinary cigarette and your IT in your mouth at the same time !

IT • Intelligent Technology • Magical Smoking