Thanks to alarmist headlines like that on the front of today’s soaraway Sun, the likelihood is that e-cigarettes are actually safer than people realise. Despite the efforts of organisations like Public Health England and the Royal College of Physicians to inform the public, unfounded scare stories in the popular press have led to people becoming more ignorant about the relative risks of vaping and smoking over time. As a result, smokers have increasingly taken a ‘better the devil you know’ approach and stuck with tobacco.How many smokers will see the Sun‘s irresponsible front page today and conclude that there is no point in switching? Some vapers may even decide to go back to cigarettes. A decade after e-cigarettes hit the shelves, public understanding about the risks of vaping is going backwards.