I agree with my hon. Friend that if we can get more nuance into the advertising and labelling of vapes, that would help articulate to people the benefits of using them for the legitimate purpose of getting off tobacco smoking. It could also serve as a stern warning that young people should not take the products, because of their significant health risks. As ASH notes, 57% of e-cigarette use among 11 to 17-year-olds involves fruit flavours. Clearly and deliberately, the marketing of fruit-flavoured and trendy products is driving demand among our young people. We need to be very careful.
Aside from the nicotine, there are questions over whether the flavourings and chemicals inhaled also impact on the health risks to people who vape. For instance, in 2019 The American Journal of Physiology: Lung Cellular and Molecular Physiology reported that the flavouring chemical cinnamaldehyde was associated with decreased mucociliary clearance in the respiratory tract due to dysregulation of mitochondrial function. That presents a compelling case to treat this issue as an urgent priority and, as the hon. Member for Newport West (Ruth Jones) has said, to gather much-needed data in the area. We can then demonstrate the reality of what dangers our young people are potentially being exposed to in the long term.
As one teacher in my constituency has noted, the prevailing view seems to be that the use of such products is completely harmless. As the evidence I have mentioned suggests, however, that is very much not the case, as has also been acknowledged by health experts and, indeed, the Government.
Worse still, the potential impacts assume that the products are being sold in accordance with Government regulations. However, we have seen an increase in illicit and non-compliant trade of e-cigarettes. Checks on imports of these products find that regulations are regularly flouted, including higher numbers of puffs per vape and higher nicotine levels than those permitted. That also demonstrates that any Government action needs to remember online trading as well, not just physical sales in shops.