Healthy smoking the e-cigarette way

VENLO, NETHERLANDS: Here’s a breather for anti-tobacco lobbyists.

Electronic cigarettes, which have been popular in China for two years, are making their way into Europe and the UK.

The Rutoo e-cigarette, measuring 11.5 cm, is the alternative for healthier smoking. RuToo (www.rutoo.co.uk), a young Dutch company set up by two young entrepreneurs, imports the e-cigarette from China under their own brand name.

Smoking ban, which came into force in the UK on July 1, 2007, will be implemented virtually everywhere in July this year.

The e-cigarette is also popular in hotels, nightclubs, pharmacies, tobacco shops, casinos and even airlines are selling the Rutoo cigarette to allow public smoking.

With e-cigarettes no tobacco is burnt and no harmful substances, such as tar and carbon monoxide, are released. The product releases only water vapor.

It consists of an electric device with a battery, an atomizer and a switch, which is activated by sucking the e-cigarette. The nicotine cartridges are replaceable and available in a number of different tastes and strengths.

It is only the smokers who get the nicotine they want as a substitute for the traditional cigarette.

Rutoo expects to achieve a fast increase in sales in the UK.

In the Netherlands, there is currently a discussion about whether the e-cigarette should be allowed as a medicine. The authorities have thus indicated that the e-cigarette may contribute to reducing the craving for nicotine.