Writing in the Pharmaceutical Journal, prominent smoking cessation advisor Louise Ross discusses the scaremongering that abounds regarding e-cigarettes. Ross writes that healthcare professionals actually have a duty to inform, not to scare. ‘Pity the poor smoker, trying to do the right thing and quit smoking with the aid of an electronic cigarette, and facing criticism for doing so. Conflicting reports in the media have led to many people viewing e-cigarettes with fear and confusion, and assuming that they have detrimental effects on health. Running the Leicester Stop Smoking Service, operated by Leicester City Council, I spend a lot of time undoing these preconceptions.’ Commenting on the media in general and the recent very public ‘spat’ between the Faculty of Public Health and Public Health England (PHE), regarding the PHE report that stated e-cigarettes are 95% safer than tobacco; Louise doesn’t mince her words. “For almost two years now, I have both watched and participated in this battle between public health heavyweights, researchers, commentators, media pundits, health professionals, vaping advocates and the general public. Every time there is a ray of hope that evidence and common sense will triumph over prejudice, risk aversion and ideology, another faction will emerge to try to crush it with doubt and suspicion. Indeed, this is exactly what happened, as The Lancet ran an editorial only days after the PHE report, which attempted to discredit the evidence, once more sowing seeds of doubt. There are a number of victims in this war of words: smokers, who could by now have been encouraged to switch to a safer product to get their nicotine; their families, including their children, who could have benefited from having a smoke-free environment and more money in the household budget; and frontline healthcare professionals who want to know what to say about this rapidly evolving technology when their patients ask them.” Ross continues her article explaining that e-cigarettes are not medical products, nicotine is not evil, e-cigarettes are a gateway out of smoking, and most importantly, advise those wishing to switch to visit an expert – be that a brick and mortar shop or an online website. Encourage potential vapers to do their own research and seek help.