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New paper finds that vaping is a gateway OUT of smoking


20 Oct 2020



Brussels, BE –  Today, the Consumer Choice Center in cooperation with the World Vapers Alliance launched a new study on vaping and the gateway myth.

This paper aims to debunk several aspects of the “gateway argument” and provide an alternative perspective as to why vaping actually helps conventional smokers divert from traditional and harmful tobacco consumption.

“Most anti-vaping arguments fail to take into account the fact that e-cigarettes target tobacco consumers. This is similar to sugar consumption by people who suffer from diabetes: sugar substitutes are not a gateway to sugar because it is because of the harmful effects of sugar that they had to switch. Sugar substitutes are not blamed for increased sugar consumption, and e-cigarettes that serve a similar purpose should be equally endorsed,” said Maria Chaplia, European Affairs Associate at the Consumer Choice Center and a co-author of the paper.

“We want our paper to be used by policymakers in Europe and across the world as a guide into a pro-consumer, pro-science, and pro-choice approach to lifestyle regulations. Vaping does help adult smokers quit: it is twice as effective as nicotine replacement therapies, and youth use of e-cigarettes is rare and most users are current or former smokers. We know enough about vaping to endorse it and lawmakers need to act accordingly,” said Michael Landl, Director of the World Vapers Alliance.

The main findings of the paper are:

  • Nicotine is not the issue – toxins in cigarettes are
  • E-cigarettes help adults quit smoking
  • Vaping does not lead to smoking among adolescents
  • Banning flavours won’t solve the problem


***CCC's European Affairs Associate Maria Chaplia is available to speak with accredited media on consumer regulations and consumer choice issues. Please send media inquiries HERE.***


The Consumer Choice Center is the consumer advocacy group supporting lifestyle freedom, innovation, privacy, science, and consumer choice. The main policy areas we focus on are digital, mobility, lifestyle & consumer goods, and health & science.




Maria Chaplia
European Affairs Associate
Consumer Choice Center


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