A new study has found that there are more than 2 million people in the UK who are currently using electronic cigarettes in Britain, the overwhelming majority of whom (99.9% combined) are ex-smokers or current smokers who are using the device in an effort to cut down on tobacco cigarettes.

The study was conducted by YouGov and the findings were extrapolated and released by anti-tobacco charity Ash (Action on Smoking and Health) and show that the number of e-cig users in the country has tripled from 2012 when only 700,000 people reported that they used to nicotine-delivery devices.

It was also found that while only 2.7% of smokers in 2010 reported to use e-cigs regularly, that number has now gone up to 17.7%.

Perhaps most surprising – to opponents of e-cigs, at least – was the fact that only 0.1% of people surveyed who use the devices are previous non-smokers, a number that undermines previous concerns that e-cigs would ‘re-normalise’ tobacco and entice young people who’ve never smoked to use electronic cigarettes. Instead it was found that all but a rare few are ‘vaping’ in an effort to stop smoking tobacco.

The figures were released on the same day that an e-cigarette advertising consultation by the Advertising Standards Authority, looking at whether e-cig marketing encourages non-smokers and children to use them and whether they’ll ‘upgrade’ to traditional cigarettes, comes to an end.

“The dramatic rise in the use of electronic cigarettes over the past four years suggests that smokers are increasingly turning to these devices to help them cut down or quit smoking. Significantly, usage among non-smokers remains negligible,” explained Ash chief executive, Deborah Arnott.

“While it is important to control the advertising of electronic cigarettes to make sure children and non-smokers are not being targeted, there is no evidence from our research that e-cigarettes are acting as a gateway into smoking.”

E-cig provider Liberty Flights often responds to industry news. A representative for the company reacted positively.

“This study is fantastic news for sellers of electronic cigarettes and the millions of people in the country who use them, we’ve been arguing all along that suggestions e-cigs normalise tobacco, are a gateway to tobacco or will encourage non-smokers to start using e-cigarettes are nonsense points with no evidence,” said a Liberty Flights representative.

“Hopefully, in light of this study, common sense will prevail and this over the top hysteria that we’ve seen in regards to electronic cigs will stop. Lots of people who have used electronic cigarettes have gone on to quit smoking tobacco and there are millions more who are now seeing the benefits.”

Liberty Flights provides a huge range of electronic cigarette kits, e liquids and accessories. The company was established in 2009 and is one of the most popular in the industry. Visit their website at www.liberty-flights.co.uk to find out more.

For quotes, contact Matthew on 0845 257 9008 or matthew@liberty-flights.co.uk.