(CNN) — The European Union has approved new anti-tobacco legislation that includes its first rules on electronic cigarettes.
Under the deal, e-cigs will not be banned, but they also cannot be sold as medicinal products.
That doesn't mean they won't be banned in the future if there are health concerns.
In the 1950s cigarette ads showed smoking as a manly act about being in control.
Eventually the ads were banned because of the health risks connected to smoking.
Now, with e-cigarettes, the marketing is back.
Where ever you go it seems “vaping” is in vogue, with some seven million Europeans making the switch.
It's called “vaping” because the liquid nicotine inside the device vaporizes when you press the button.
Even though there is no tar and no smoke, there is still nicotine, which is the addictive ingredient.
Still, e-cigarette advocates say it's healthier than regular cigarettes.
The research demonstrates that the side string vapour is not an issue. There are no carcinogens being carried around in that, ertainly nothing on a par with tobacco smoking and second hand smoke.
This new spin on an old habit is a marketing goldmine. The e-cigarette market is valued at 2-billion dollars, with the United States accounting for a quarter of all sales. The FDA is considering regulation.
Then there is potential for growth, with the industry expected to outperform traditional tobacco within ten years.
This is igniting worries that it will pick up new addicts along the way. Already we're seeing celebrities leading the craze.
You can really see the lines being blurred between smoking and using e-cigarettes. E-cigarettes are being presented as this new trendy product, the latest thing people are trying and socializing.
As the health debate burns in the background, businesses aren't waiting for a verdict.
At Heathrow, they have launched the first ever vaping zone, allowing passengers a final puff before boarding.