E-cigs simulate smoking experience

That electronic cigarettes resemble the real thing is part of the reason they have seen enormous success since they hit the market approximately three years ago.

E-cigs, as they're called, consist of a steel tube loaded with a liquid cartridge. They have a light-emitting diode on the end that is activated when a user -- they call themselves vapers -- takes a pull, simulating burning tobacco. The vaper's drag on the device activates a heating mechanism, producing vapor that looks like smoke but is odorless and dissipates quickly.

The similarity to conventional cigarettes only begins with appearance. Vapers laud the device's ability to capture the smoking experience -- an ability that has eluded government-approved smoking cessation devices, such as transdermal patches, gums and candies, and snus, a form of snuff.

Vapers say they enjoy the satisfying sensation of having a volume of flavored vapor actually hit their throats. Some of the vapor-producing liquids contain nicotine; others do not. Vapers are able to combine flavors and nicotine levels to suit individual needs.

"I can say I enjoy (vaping), even if it's zero nicotine," said Bonnie Martin, a smoker-turned-vaper, who said she has purchased and enjoys all the flavors. "There may come a time when I lose interest in it, but right now I enjoy the way that it tastes. A combination of a tobacco blend and caramel is my everyday vape."

There are numerous liquid cartridge flavors, including fruit. E-cig detractors express fear the flavors may make vaping attractive to minors, who may start vaping and develop a nicotine addiction.

Mark Levy, a spokesman for the U.S. Food and Drug Administration, expressed concern e-cigs are being marketed to young people and could present a gateway to tobacco use.

"A firm rule in our association is that members cannot market to those under the legal smoking age," said Matt Salmon, a former Republican congressman from Arizona and president of the Electronic Cigarette Association. He said he sent a letter to every member of Congress requesting legislative action making sales of e-cigs to minors illegal.

The e-cig market has so far proven highly successful.

"The industry's on track to do about $100 million in sales. From nothing three years ago to $100 million in annual sales for an industry, is phenomenal," said Salmon. E-cig prices vary widely but Salmon said the average is about $80.

"The cartridges themselves -- quite a bit less expensive. If a person uses those in lieu of tobacco, they'll pay for themselves within a very short period of time," said Salmon.