Vaping being relatively new, has a lot of controversy surrounding it. Unfortunately, despite tobacco use being among the most severe issues facing humanity (tobacco is expected to kill a billion people this century), it is still viewed from the prism of morality than science. This has led to serious miscommunication of risk and benefits. Harm reduction principles are well-accepted in the fields of drugs control and communicable diseases, yet in tobacco control it is still struggling to gain a foothold despite clear benefits.

Media can play an important role in sifting moralistic views from facts embedded in scientific rigour, weighing the pros and cons of the debate dispassionately, and considering outcomes of prohibitionist policies, even if they are unintended. For instance, outright bans on lower-risk smoking alternatives do little to protect the youth as regulatory safeguards are removed, while further endangering the lives of smokers who could have otherwise switched.