There was a time when smoking was fashionable. Television and magazine advertisements glorified smoking. Everyone from your dad to your doctor smoked in all places - cars, restaurants and even hospitals.

Tobacco is still the single biggest cause of cancer in the world and the leading cause

of preventable deaths. Nearly 80% of the 1 billion smokers worldwide live in low- and 5

middle-income countries.

Bans on tobacco advertising, promotion and sponsorship can reduce tobacco consumption. Comprehensive smoking bans covering indoor workplaces, public places and public transport have been introduced in 48 countries.

Tobacco taxes are the most cost-effective way to reduce tobacco use, especially among 10

the young and people in low-income groups. A tax increase that raises tobacco prices by 10% decreases tobacco consumption by 4% in high-income countries and 5% in low- and middle-income countries.

However, some 8 million people are expected to die each year by 2030 - because they

have smoked tobacco or have been exposed to passive smoking. The use of alternative 15

products such as electronic cigarettes (e-cigarettes) are gaining in popularity but information about their effects is uncertain. Little research has yet been done about the long-term health effects of e-cigarettes and the nicotine dispensed by e-cigarettesis highly addictive. The illegal tobacco market still counts for 1 in every 10 cigarettes

consumed globally. In addition, tobacco companies still spend tens of billions of dollars 20

each year on advertising and promoting tobacco products and sponsoring events. They continuously challenge the regulatory measures governments are taking.

The market for cigarettes Figure 1: Price elasticity of demand - a comparison between tobacco and e-cigarettes Price of packet of 20 Price of tobacco cigarettes e-cigarette kit 17.70-19.50 19.99-E19.99 Average price per Single cigarette equivalent tobacco cigarette price of an e-cigarette 48p 7p Price elasticity of demand Price elasticity of demand for tobacco cigarettes for e-cigarettes -0.35 -1.9