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As the electronic cigarette market booms, the Royal Pharmaceutical Society (RPS) is urging the community pharmacy sector to adopt a consistent approach towards the promotion and supply of e-cigarettes. Market analyst Mintel reported that sales of e-cigarettes had rocketed by 340 per cent over the last year, while annual growth of NRT was just 1.7 per cent, slowing from the annual growth seen during 2009-12 of six to ten per cent. The findings suggest that many smokers are turning to e-cigarettes to help them cut down or quit, even though the products are currently unlicensed, with no standardisation of safety, quality or efficacy.

While some pharmacies, including Boots and Lloydspharmacy, have decided to stock e-cigarettes, the RPS is advising pharmacists and pharmacy owners not to sell or promote these products until they are regulated as medicinal products to aid smoking cessation, as it believes that this would align e-cigarettes with other stop smoking products and prevent irresponsible advertising or marketing to non-smokers. Duncan Rudkin, chief executive of the General Pharmaceutical Council, advised pharmacy owners to refer to RPS guidance when considering the sale of e-cigarettes, adding that they must also €ensure that staff are empowered to exercise their professional judgement in the interests of patients and the public€.