Perhaps a good strategy would be to quote Public Health England's vaping policy at every opportunity. I know I will be. Even after the US vaping hysteria in the media, PHE confidently and calmly said -
"PHE has not changed its advice on nicotine containing e-cigarettes: Smokers should consider switching completely and vapers should stop smoking. We are as certain as ever that e-cigarettes are far less harmful than smoking, which kills almost 220 people in England every day."