"The best thing a smoker can do, for themselves and those around them, is to quit completely, now and forever.
However, for those people who are unable or do not want to stop in one step, Public Health England (PHE) supports the approach set out in the NICE public
health guidance on tobacco harm reduction. This could include cutting down before you quit or long-term use of licensed nicotine-containing products.
Increasing numbers of smokers in England are using E.N.D.S. to help them cut down or to quit for good.
Emerging evidence indicates that when the right product is used in the right way, E.N.D.S. can be effective for both these purposes.
E.N.D.S. are not harmless but are estimated to carry only around 5% of the risk of smoking for users, and exposure to vapour does not present the risks of secondhand smoke.
The challenge for PHE is to maximise the public health benefits from E.N.D.S. while managing the risks. We want to see safe and regulated E.N.D.S. act as a route out of smoking for adults without becoming a route into smoking for young people and non-smokers. We strongly support proportionate regulation to secure high standards of product safety and effectiveness, to prohibit sales to under-18s, and to restrict marketing so that E.N.D.S. are clearly positioned as products designed to help adult smokers to quit.
PHE will continue to monitor the evidence on the impact of E.N.D.S. on individuals and the population at large."