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Two major population surveys the Smoking and Alcohol Toolkit Studies managed by UCLs Tobacco & Alcohol Research Group (UTARG) provide monthly updates to the Government on smoking and alcohol use across the UK

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Evidence from tobacco industry documents show that tobacco industry has researched nicotine aerosol technology similar to modern e-cigarettes since 1990s as a complementary rather than a competing disruptive technology to cigarettes in an effort to deter health conscious smokers from using nicotine replacement therapy to quit smoking [35]

Indeed, the lack of evidence suggests tobacco companies did not target women for any purpose other than male enjoyment, nor did the advertisements attempt to challenge the dominant social stigma attached to female smoking.[2] Nonetheless, fifty years after cigarettes came into circulation, female smoking began to become acceptable and even socially desirable: This was due not only to the dramatic changes in the social and economic status of women over this period but also to the way in which the tobacco industry capitalised on the changing social attitudes towards women by promoting smoking as a symbol of emancipation, a torch of freedom.[3] Edward Bernays, the Father of Modern Public Relations, created the Torches of Freedom campaign in 1928, which increased the female market an in turn enhance the American Tobacco Companys profit