British American Tobacco (BAT) said that it is leading efforts to develop and harmonize standards around vaping products to reassure consumers of these products' potential 'in reducing the harm from smoking' these efforts are being made against a backdrop of a growing number of electronic cigarette users globally. It cited the Ernst & Young’s May 2016 report, E-cigarettes: an emerging category, as saying that the number of electronic cigarette users in seven examined countries grew by 86 percent to 5.1 million in 2015. Marina Trani, Head of R&D at Nicoventures (a wholly owned subsidiary of BAT) will tell delegates at the EuroScience Open Forum 2016 (ESOF 2016) on July 26 that standards need to be harmonised in order to promote innovation, according to a BAT press note. Different rules in different jurisdictions made it overly burdensome and expensive, especially for smaller companies. It stifled growth and innovation, which in turn could stifle the potential these products had for reducing the harm of smoking. Source: Tobacco Reporter