A CONSIGNMENT of "e-cigarettes" allegedly falsely marketed as devices that help people quit smoking was intercepted at Bahrain International Airport yesterday.

Health officials ordered the shipment to be held by Customs officers after the electronic devices were advertised across the country through a mass e-mail.

Bahraini firm Magnolia Contracting imported a large number of the e-cigarettes, claiming they could help people kick the habit.

However, Health Ministry deputy health education head and Bahrain Anti-Smoking Committee chairman Dr Kadhem Al Halwachi described the claim as "absurd".

"The World Health Organisation (WHO) has certified these devices as being the same as cigarettes and equally harmful to an individual's health," he said.

"The import of such devices can be allowed only if the packets they are in carry a health warning that goes with any packet of cigarettes.

"We have called the importer to our offices and told him to comply with the rules, after which the import will be allowed."

He said Customs authorities at the airport would only let the consignment enter the country following clearance from the ministry.

Dr Halwachi added the importer had been warned the devices could only be sold through pharmacies, not through direct selling or from cold stores and other outlets.

"As far as we are concerned, these are cigarettes and should be treated as such," he added.

"The WHO has said repeatedly these electronic devices are not smoking cessation devices because they contain nicotine, which is the main component of a cigarette.

"There have been studies done all over the world on these devices, none of which have conclusively proven they could lead to smoking cessation."

He said the ministry was now taking steps to prohibit the advertising of the products, since it is illegal to advertise cigarettes and nicotine products in Bahrain.

"While we are taking all steps to ensure these are not imported, we can do precious little to stop people bringing in such gadgets into the country in their baggage," he added.

"We also cannot stop the sale of these devices by someone who bring them from neighbouring countries."

He said another point of concern was that the devices could be used by drug addicts, who can replace the nicotine with other substances.

"We have tried to regulate their use and all these steps are part of those efforts," he added.

"This is a dangerous trend which needs to be immediately curbed."

He revealed the device had also been used by people who visited private clinics to stop smoking.

"This will not happen any more," he added.

Meanwhile, a spokesman for Magnolia Contracting said the company was now trying to meet all requirements and planned to be in a position to sell the e-cigarettes in Bahrain in the next few days.

"We shall follow the law of the land and adhere to all rules," he said.

The spokesman also denied his company was misleading the public.

"However, we will co-ordinate with the Health Ministry and iron out any glitches that might be there," he added.

The e-cigarettes come with 15 refills and cost anywhere between BD45 and BD60.

They take the form of a tiny rod, which is slightly longer than a normal cigarette.

The mouthpiece contains a replaceable cartridge filled with liquid, consisting mainly of nicotine and propylene glycol.

When the user inhales through the device, the airflow is detected by a sensor and a microprocessor injects tiny droplets of the liquid into the flowing air vaporising the nicotine.

This produces a vapour mist, which is inhaled by the user.

The addition of propylene glycol to the liquid makes the mist resemble normal cigarette smoke and the microprocessor activates an orange light at the tip to simulate real smoking.

Officials say one drag from an e-cigarette yields less nicotine than one drag from a tobacco cigarette.

The GDN reported in April that Bahrain had no plans to ban e-cigarettes, even though they had been banned in Saudi Arabia.

However, we reported last Sunday that shock tactics using horrific pictures on tobacco packaging are being brought in to combat smoking in Bahrain and the GCC.

Pictures of corpses, dead babies, rotting teeth, cancerous lungs and the caption "Smoking Kills" are to be displayed on all tobacco products.

Dr Al Halwachi said the GCC Anti-Smoking Committee campaign would be implemented within two years. mandeep@gdn.com.bh