Vaping has been a phenomenal, consumer-led success story in the UK. In addition to endorsements from Public Health England, Cancer Research UK and many more, vaping has received the best vote of confidence possible: the decision of three million smokers to switch away from smoking. But despite the positive message that all of us in the vaping community are spreading across the UK, it is still clear that there is a serious case of mixed messages when it comes to vaping.