From e-cigarettes to Coke Zero, people see ‘light’ alternatives as healthier – based not on the ingredients, but on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?

With smoking in decline, e-cigarettes are anticipated to be the future – but only by being culturally relevant can new brands like Vuse stand out. Will this high-tech alternative be enough reason for smokers to switch entirely?

Yesterday at No Smoking Day 2010, Frank PR launched a stop smoking campaign with a Facebook app called WeQuit. The idea is that it is easier to quit with the help of your friends.

The proportion of adults who smoke cigarettes has fallen significantly over the last four decades. In 1974, 45% of the population aged 16 and older were cigarette smokers compared with 20% in 2011, according to data from the General Lifestyle Survey.