When the nicotine is heated, it becomes a vapour, which is then inhaled." Yach, who previously headed the World Health Organisation's Tobacco Free Initiative, which was responsible for the first global treaty on tobacco control, said: "[Electronic cigarettes are] something we are exploring within the Vitality programme [a wellness initiative that rewards members for getting healthier] since we know current approaches to get smokers off tobacco, including the use of nicotine replacement therapies, are simply not sufficiently effective." SA smokers have halved The government's tobacco control policy, which includes a ban on advertising, restricting smoking in public spaces and heavy taxing of tobacco products, has halved adult smoking over the past 20 years, according to the Human Sciences Research Council, which showed, in the South African National Health and Nutrition Examination Survey it published last month, that the percentage of adults in the country who smoke has dropped from 32% to 16.4%
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Reilly said some cigarette brands are using attractive, colourful packaging shaped like a perfume box, which he claims is aimed at attracting new smokers
