The co-founder of e-cigarette brand VIP has defended a new advert which has come under fire for "sexualising" the devices.
The advert for VIP e-cigarettes, to be broadcast tonight, will be the first TV commercial in 50 years to feature someone smoking.
Dave Levin, VIP co-founder, said: "We aren't afraid to provoke a debate about e-cigarettes. They are part of our society and we're offering our customers a healthier alternative to smoking."
He said two research papers in the UK had accused the World Health Organisation of exaggerating the dangers posed by e-cigarettes.
Mr Levin added: "One concluded that for every million smokers in the United Kingdom who turned to e-cigarettes, 6,000 premature deaths would be prevented each year - which would have a huge impact on public health, let alone NHS budgets."
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