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The government encourages smokers to use e-cigarettes

The guardian newspaper, comments: "The government´s nudge unit´ is encouraging smokers to use smokeless nicotine cigarettes, in an attempt to reduce the numbers killed in the UK by smoking diseases each year." It believes that the new technology has the potential to save thousands of lives."

"This government backed report from the Cabinet Office´s behavioural insight team (known as the nudge unit´) says "it wants to explore and encourage new products that deliver nicotine to people´s lungs without the harmful toxins and carcinogens in tobacco smoke that kills."

The annual report suggests that it will be important to get the regulatory framework for these products right to encourage new products. According to Simon Christou, CEO & Founder of Liberro and UK innovator of the electronic cigarette confirms that developments are constantly under review. "We have just created the one-piece´ disposable e-cig, which we will launch soon. It will be great for smokers as it is easy-to-use and mimics the delivery characteristics of the cigarette. Smokers have the freedom to use it in public places such as pubs, clubs, restaurants, cinema´s etc. There are other developments to improve the rechargeable models, increase the life of batteries and create new flavours for our liquids."

"As a founder member of The Electronic Cigarette Industry Trade Association (ECITA) we have also spearheaded our own regulation in conjunction with local government to give consumers complete peace of mind. All ECITA members have their products tested for safety and we pioneered the public consultation document response through MHRA to get feedback from key public health-focused organisations on the regulation of nicotine containing products. Whilst we know there is still a risk with using nicotine only products they are healthier and safer than smoking tobacco products."

Read the latest articles from the ecig world on our blog (click below)

Liberro™ Electronic Cigarette News Archive

1st June 2010

Liberro (UK) Limited Official Response to MLX 364.

We have now submitted our response to MLX 364 regarding the "THE REGULATION OF NICOTINE CONTAINING PRODUCTS". Below are the links to our response for your perusal.

10th May 2010

LACORS refuse to correct inaccurate press release.

In 2009 LACORS published the following damning statement in a press release which has lead to growing consumer concern regarding electronic cigarettes. Despite being informed by the industry that the maths applied to their calculation are wildly incorrect they have still refused to publish a retraction:

"Results of tests commissioned by LACORS on e-cigarettes reveal that these products are currently being sold illegally in the UK. All four e-cigarettes tested had nicotine at more than seven percent in solution and therefore are legally required to display Highly Toxic´ product warning. One refill contained nearly 20 percent nicotine, or 18mg per refill, equivalent to 20 cigarettes."

We have prepared the following RESPONSE to ensure that consumers have not been misled by the LACORS press release.