To Vape or Not to Vape

Do you reckon Chris Rea has got home yet?

Adverts for e-cigs are being banned.

The clip from one, promoting KiK e-cigarettes, featured a group of adults using and discussing the devices, with one man saying: "I used to smoke normal cigarettes, but after I quit, I tried these. I actually prefer them."

The ASA received seven (note - just seven) complaints from viewers who argued the advert would encourage non-smokers, and particularly former smokers, to use them. Vape Nation denied this, arguing the advert was aimed at current smokers. But the ASA said: "We considered that the man's statement could encourage non-smokers to take up using e-cigarettes and we therefore concluded the ad was irresponsible."

So what if non-smokers take up e-cigarettes? What specifically will harm them?What particularly is irresponsible about persuading people to take up harmless e-cigs? They won't be 'smoking' tobacco, after all.

This is to do with naked, puritanical and ideological prejudice - that and kow-towing to ill-informed, bigoted pressure groups, not logic or even simple common sense. Could it be driven by the desire to find a new tax?