April 26, -- Flavored e-cigarettes play a key role in helping adult smokers quit smoking -- reducing the negative health effects of inhaling combustible tobacco, according to Relx International.

The e-cigarette company's insight comes after the UK government announced it would offer free e-cigarette starter packs to one million smokers through an exchange stop scheme.

Current NHS guidance states that e-cigarettes, which enable adult users to inhale the vapor rather than smoke, can be effective in helping adult smokers quit because the smoke is far more harmful than the next generation of alternatives.

Chris Aikens, European external affairs manager at Relx International, welcomed the vape for cigarette program and supported a further push to tackle banned e-cigarettes and underage sales.

The government's new £3 million "Illegal Vape Enforcement Team", which will be led by the Trading Standards Department, will be tasked with cracking down on the illegal sale of e-cigarettes to under-18s.

In addition to supporting these initiatives, Relx International highlighted the important role flavored e-cigarettes play in helping adult smokers quit.

Aikens warned that banning certain flavors would only deter adult users from making the switch.

'We support measures to prevent and discourage the use of e-cigarettes by minors, and urge manufacturers and retailers to comply with existing laws banning the sale of e-cigarettes to children under 18,' he said.

"As outlined by the NHS and the UK government, all the evidence shows that e-cigarettes are an effective tool that can directly and responsibly help adult smokers switch from cigarettes to e-cigarettes."

"A ban on certain flavoring products will therefore only deter adult smokers from switching to next-generation devices, which have proven to be less harmful than smoking and an effective alternative for those seeking alternatives."

Aikens said it was crucial for adult smokers seeking to switch to support and guidance, including information about reducing the risks of vaping.

As part of this, it's important to inform adult smokers about how flavored e-cigarettes can help facilitate the switch from combustible tobacco, according to Aikens.

It follows a recent independent report by King's College London, commissioned by the Office for Health Improvement and Disparity, which found e-cigarettes were far less harmful than smoking. Adult users who switch from cigarettes to alternative next-generation products will have significantly less exposure to toxic substances, the report added.

Yuetch says it ensures that its products are not designed, marketed or sold to underage users by refusing to use marketing tactics that might appeal to a younger demographic, such as cartoons or jargon.

Preventing the misuse of e-cigarette products is a challenge manufacturers and retailers must meet head-on, Aikens said. Compliance is the minimum standard; However, we believe that going above and beyond, especially in youth prevention, is the way forward.

"For retailers, this means taking appropriate steps to mitigate the problems we face, such as implementing stricter measures to comply with the law and prevent the sale of e-cigarette products to this consumer group."