Public Health England (PHE) backed e-cigarettes as a quit aid during its 'Stoptober' campaign last year. It teamed up with the independent British Vape trade Association (IBVTA) during that campaign. 

The Vaping Post reports that PHE has once again teamed up with the IBVTA this month as it launches another campaign. Here's an extract:

An adult walks into a corner shop and asks for a packet of cigarettes. They name the brand they want and then pay for them. They walk out and light up. Does this sound like a perfectly legal activity to you? But what if the person who bought the cigarettes had never smoked before? Do you think the shopkeeper should have asked beforehand and refused to sell them cigarettes if they were going to smoke them for the first time?