The government's "nudge unit" wants to encourage the use of smokeless nicotine cigarettes, banned in many countries around the world, in an attempt to reduce the numbers killed in the UK by smoking diseases each year.
The Cabinet Office's behavioural insight team – better known as the nudge unit – wants to adopt the new technology because policy officials believe the rigid "quit or die" approach to smoking advice no longer works. Rather, they want nicotine addiction to be managed to help smokers who otherwise won't quit – an approach the unit believes could prevent millions of smoking deaths.
This is perhaps the first sensible thing that has come out from government on this issue. I'm now waiting for the onslaught from the agents of pharmaceutical nicotine delivery, who are desperate to kill off e-cigs in the interests of their paymasters.