What is the value of peer involvement in advancing tobacco harm reduction?

E-cigarettes are considered a disruptive technology [1], evidencing rapid growth in the financial market and attracting a distinct new customer base of would-be quitters, especially in Great Britain and the USA. Where use is permitted, and regulation is favourable to users [2], e-cigarettes have become the most popular method of smoking cessation [3] and for many are a long-term alternative to smoking [4]. Outside of a medical lens, vaping can be recreational, not just a smoking cessation aid [5]. Simply trying vaping has, for many, had the happy side effect of encouraging smoking cessation through a non-medicalised route. Despite the lack of early research endorsement and the absence of health messaging on e-cigarette use, smokers experimented with them anyway, with many making the switch and quitting smoking completely of their own accord. As the evidence supporting their use as a reduced risk product and a substitute for smoking grew, so too have the endorsements, such that the UK now leads the way in a ‘cautiously permissive’ stance towards the use of e-cigarettes [6, 7].