British American Tobacco (BAT) announced that they starting to sell the Vype electronic cigarette in the United Kingdom. Unlike other electronic cigarettes in the United States, Vype is marketing itself as a device that can help people stop smoking.
Vype became available online this week and will be available in retail shoes starting next month, in September.
Unlike the e cigarettes in the US, Vype can sell itself as a stopping cessation product because the British government regulates electronic cigarettes and treat them as medicine as a result doctor can prescribe it to their patients – who want to stop smoking.
This introduces a new variable into a the e cig market as most countries do not regulate e-cigarettes. This will also open the door to the British government potentially paying for its citizens to buy and use electronic cigarettes since it was prescribed by their doctor as part of their health care. I guess we will wait to see how this all unfolds.