April 7 - A third of UK e-cigarette users fear a ban on flavoring devices and liquids will drive them back to cigarettes, potentially pushing nearly 1.5 million former smokers back to the habit, according to a report.

The move comes as ministers consider stopping the sale of flavoured e-cigarettes in the UK as they examine measures that might deter teenagers from using them.

But a poll of 2,000 adults who use e-cigarettes found 76 per cent were only starting to quit, and eight in 10 e-cigarette users (83 per cent) claimed flavoured e-cigarettes helped them kick the habit.

While 27 percent agree that there is a real need to address youth use of e-cigarettes, nearly four in 10 (37 percent) want more effective enforcement of retailers selling e-cigarettes to children, rather than an outright ban on flavors.

John Dunn, director general of the UK Vape Industry Association, which commissioned the study, said: The research shows that people rely on e-cigarettes to help smokers quit - and taste can play a role. While we support attempts to eradicate smoking among teenagers, banning condiments could have a negative impact on those trying to quit. Often, through these types of policies, trying to eliminate one problem can lead to another, suggesting that many adult vape users are worried about what they're hearing from the government.

"The survey shows that many people are concerned that this change could lead them back to smoking, meaning that almost 1.5 million current e-cigarette users in the UK could return to smoking traditional cigarettes, based on the number of adult e-cigarette users reported by the National Office (4.3 million)."

The study also revealed that the most popular flavors among adult e-cigarette users are the very flavors the government is considering banning. While strawberries were the most popular across the country, other fruit flavors dominated the top five - including blueberry, watermelon, cherry and raspberry.

Many also mentioned more unusual preferences such as lychee, Earl Grey tea and even Bloody Mary.

The most common quitters turned to tobacco and menthol flavorings, although 65 percent did not receive any advice on the best flavor to help them quit.

Eighty-three percent agreed that getting this guidance would be an important part of the journey to quit smoking.

In a separate poll of 1,000 smokers conducted via OnePoll.com, it found that 36% are currently trying to reduce the amount of cigarettes they use by increasing their use of e-cigarettes. Seventy-five percent of them believe it will help them succeed in their journey to quit smoking.

Dunn added: It is important to provide those trying to quit with appropriate advice, including taste, to support them in the process. This suggests that a significant number of people are having success using flavored e-cigarettes to help reduce and eventually eliminate their dependence on cigarettes.

In March, UKVIA submitted proposals to the government to tackle the problem of youth vaping. In its tough action plan, the association calls for:

Retailers, including owners and directors, face fines of up to £10,000 each time they are caught selling to minors;

A new national registration scheme for retailers - only those who meet strict eligibility criteria will be able to sell vape products;

Introducing the first ever national test procurement scheme to continuously monitor retailers' sales to minors;

Money from fines and the retailer registration scheme will be used to fund stronger enforcement of trading standards.