On May 30th of this year, the United Nations World Health Organization (WHO), as part of its “World No Tobacco Day” campaign, called on all governments to ban the promotion, sponsorship, and advertising of tobacco and cigarettes as a result of shocking statistics on youth smoking due to ‘predatory marketing and advertising strategies’ ,aimed at youth populations. At the same time, other companies creating “quitting methods” and products to quit smoking, the electronic cigarette for example, are not considered safe either by the WHO. The electronic cigarette is a battery-powered product usually made of stainless steel and resembling a real cigarette that claims to be a nicotine replacement has not been proven to be safe or legitimate. Users puff on the electronic cigarette as they would a real cigarette, but producing no smoke. Rather, the product, which has a chamber for storing liquid nicotine in various concentrations, produces a fine, heated mist, which is absorbed into the lungs. The WHO study group on tobacco product regulation is set to address the issues surrounding the electronic cigarette, among other topics, when it meets from 12 to 14 November in Durban, South Africa.