Vapor Critics

(The following article is an updated version of an article originally posted in April 2010.) By Kristin Noll-Marsh

With the increasing popularity of electronic cigarettes among smokers, the market is being flooded with fly-by-night companies, looking to take advantage of those unknowledgeable about the devices. Electronic cigarettes burst onto the scene in 2005 and have been taking the smoking world by storm. Composed of a battery, heating element and a nicotine solution, they promise smokers the ability to "smoke" without most of the hazards associated with tobacco smoking. The liquid contains propylene or vegetable glycol (a liquid base recognized as safe by the FDA), a low dose of nicotine and food flavoring, so it does not expose the user to over 4,000 toxins and 56 carcinogens found in tobacco smoke. It's generally accepted that the greatest danger with tobacco cigarettes is in the burning of the materials – or the smoke. Electronic cigarettes do not burn any material, therefore, are "smokeless." Based on this, retailers logically assert that electronic cigarettes must be much safer and less harmful than tobacco cigarettes. However, there are some advertising claims of which smokers should be wary.

Avoid subscription scams

Some retailers offer a "free electronic cigarette" deal. What they don't tell you is that you will be signed up for an automatic, monthly delivery of overpriced refill cartridges, priced at $70 or more. Refunds are very difficult to obtain. The Better Business Bureau issued a warning in April of this year, for consumers to be wary of free trial offers for e-cigarettes, after receiving hundreds of complaints from across the country from consumers who thought they were getting a free trial, but ended up losing often hundreds of dollars in recurring credit or debit card charges. Consumers may actually purchase refillable cartridges and higher quality nicotine solutions for much less online. Those "free" offers are not a "deal" in any way!

Be suspicious of high-priced starter kits

Many of the electronic cigarettes you hear about on the radio or see in the mall are all the same base model, rebranded for the retailer. Models sold in stores are priced higher to cover the overhead of retail spaces and store clerks. While many of these models work just fine for some consumers, many are low quality and perform poorly. Hundreds of dollars are spent on a device that quickly gets stuck away in a drawer. Electronic cigarette owners, who research the many product choices available, often find out about better quality devices and for a fraction of the cost. Visit online e-cigarette forums to learn about all of the many options available for purchase and read consumer reviews.

Don't fall for overblown cartridge claims

Very often retailers claim that one electronic cigarette cartridge equals 20 or more tobacco cigarettes. This is simply not true. Because every smoker is different, how long a cartridge lasts varies, as well. Additionally, electronic cigarette owners find that, unlike stopping to smoke a full cigarette 20-30 times a day, electronic cigarette usage tends to be more even and continual throughout the day. This makes it nearly impossible to compare the number of cigarettes smoked to an electronic cigarette cartridge. However, based on anecdotal reports, one cartridge is more akin to 3-8 cigarettes, not a full pack. Some higher quality, "cartomizer" style cartridges may last a whole day for the average user. Most experienced owners upgrade to cartomizer styles or the refillable cartridges that are used with more affordable, higher-quality refill liquids.

You can't always use them "everywhere"

While electronic cigarettes are "smokeless," contrary to some advertising claims, they may not be allowed in some places. For example, New Jersey recently passed a law to include electronic cigarettes in the indoor smoking ban, forcing electronic cigarette owners back outside with the smokers. And privately-owned businesses have every right to ban them from their establishments –which may occur in municipalities where indoor smoking is banned and they fear smokers may mistake the electronic cigarette for a real one. So, it is advisable to research your municipality's statutes and also speak with the manager before using your device in a private establishment.

Be skeptical of unfounded health, safety and smoking cessation claims

Although many electronic cigarette users have reported that they have "quit smoking" by switching to electronic cigarettes or have "stepped down" to non-nicotine cartridges, electronic cigarettes are not specifically designed to treat nicotine addiction. They are designed to be a less toxic alternative, when a smoker cannot or will not quit using nicotine. So be wary of companies claiming their electronic cigarettes will help you quit smoking. Additionally, some ads claim electronic cigarettes are "harmless" or "100% safe."
Nicotine, though addictive, is a mild stimulant, similar to caffeine and is relatively harmless without the tobacco smoke. And while electronic cigarettes are undeniably less toxic and carcinogenic than actual tobacco smoking, they cannot yet be claimed to be "completely healthy" or "100% safe." Further testing needs to be done on the long-term effects of using them. The safest and healthiest thing smokers can do is to quit inhaling anything but air into their lungs. For current smokers, who cannot or will not quit smoking, the electronic cigarette is a smart alternative. Just be a smart consumer and do your research first. It will save you a lot of money and frustration; increasing your chances of successfully switching to electronic cigarettes and getting away from deadly tobacco. For more information on electronic cigarettes and smokeless alternatives, visit CASAA