I was interviewed last night by Sky News about e-cigarettes and advertising.
A reporter rang me shortly after eight and arrived (with a cameraman) at my house at 12.50am. Seriously.
Everyone else, including the dog, was asleep and the 20 second soundbite took 15 minutes, including set up time.
I've been filmed outside my house and in my office but this was the first time a cameraman has come into my home.
Naturally I've fantasised about this moment. I'd be sitting in a large leather armchair, in front of an enormous mahogany desk in a beautiful study full of books and precious ornaments.
Of course I don't possess any of those things so I was filmed against a plain wall with a single table lamp behind one shoulder.
Anyway the purpose of the piece was to talk about e-cigs and advertising because tonight sees the first ever TV ad featuring someone actually vaping.
Judging by their public utterances the tobacco control lobby, led by ASH, has adopted the 'precautionary principle' – its default position – and is arguing that the VIP e-cig ad is far too "sexy" (ie attractive) and could entice non-smokers including children to vape or, worse, smoke.
I gave Sky my response and the report (and video) can be found under the monumentally misleading headline 'Smoking to be seen on British TV for the first time in 49 years'.
It includes my soundbite (and table lamp). This is the full response:
"There's no reason for e-cigarettes to be over-regulated because there's no evidence they are harmful and little evidence non-smokers are using them.
"Overwhelmingly e-cigs are used by smokers who want to cut down or quit or by smokers who want to use an alternative source of nicotine in places where smoking is banned.
"The idea that advertising e-cigarettes re-normalises smoking or encourages non-smokers to smoke tobacco is another example of anti-smoking paranoia.
"E-cigs are a nicotine delivery product. Nicotine is no more harmful than caffeine. E-cigarettes have the potential to wean millions of smokers off cigarettes but for that to happen they have to be marketed in a way that makes them attractive to smokers.
"Instead some public health campaigners want to suffocate the product with unnecessary rules and regulations. Thankfully, with regard to advertising, the government has adopted a more sensible attitude which we applaud."
I was also on BBC Radio Scotland this morning with Sheila Duffy, CEO of ASH Scotland. You can listen here at 2hrs 41mins in.
I might add that the consumers featured in the Sky News report do themselves no favours with the industrial amount of vapour they emit through nose, mouth and goodness knows where else.
Today's a good day for vaping but images like that don't help.
Update: The BBC has quite an informative report here – First e-cigarette 'vaping' advert to be shown on TV.
See also: Sex and the e-cigarette (BBC News Magazine)
Last but not least, listen to ASH CEO Deborah Arnott on the Today programme with Lorien Jollye of the New Nicotine Alliance.
I can only guess what Deborah will be thinking about the verdict of her predecessor, Clive Bates, posted on Twitter:
@CaeruleanSea well done! Clear points victory... Loved the toothpaste rejoinder.
— Clive Bates (@Clive_Bates) November 10, 2014Click here – you'll find the discussion at 01:22:00.