The substance at the center of investigation is vitamin E. It’s often used as a thickening and delivery agent in e-liquid. And, while it’s safe when taken orally as a supplement or used on the skin, it’s likely an irritant when inhaled.
"Now, 'safer' e-cigarette with tobacco flavour, less harmful smoke". "US B2 - Method for preparing tobacco extract for electronic smoking devices". British American Tobacco, through their subsidiary Nicoventures, licensed a nicotine delivery system based on existing asthma inhaler technology from UK-based healthcare company Kind Consumer. In September 2014 a product based on this named Voke obtained approval from the United Kingdom's Medicines and Healthcare Products Regulatory Agency.
The ease to get past the age verification system at e-cigarette company websites allows underage individuals to access and be exposed to marketing. Around half of e-cigarette company websites have a minimum age notice that prohibited underage individuals from entering. The revised EU Tobacco Products Directive came into effect in May 2016, providing stricter regulations for e-cigarettes. It limits e-cigarette advertising in print, on television and radio, along with reducing the level of nicotine in liquids and reducing the flavors used.
E-cigarettes produce similar levels of particulates to tobacco cigarettes. There is "only limited evidence showing adverse respiratory and cardiovascular effects in humans", with the authors of a 2020 review calling for more long-term studies on the subject. E-cigarettes increase the risk of asthma by 40% and chronic obstructive pulmonary disease by 50% compared to not using nicotine at all.
Tobacco companies intensely market e-cigarettes to young people, with industry strategies including cartoon characters and candy flavors. Fruit flavored e-liquid is the most commonly marketed e-liquid flavor on social media. Massive advertising included the assertion that they would present little risk to non-users. Many e-cigarette companies market their products as a smoking cessation aid without evidence of effectiveness. E-cigarette marketing advocate weight control and emphasize use of nicotine with many flavors. These marketing angles could particularly entice overweight people, young people, and vulnerable groups.
The first retail vape was an electronic cigarette designed to look like a tobacco cigarette. Created by Hon Lik, the e-cigarette was released by the China-based company, Ruyan, in the early 2000s. Now different types of vapes range in design, power, and vapor-making ability. The basics of their functions and usage are the same as the first one made.