How to Regulate the E-Cigarette Industry

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Dec. 11 (Bloomberg) -- Victory E-Cigarettes CEO Brent Willis discusses possible regulation of the e-cigarette industry with Stephanie Ruhle on Bloomberg Television's "Market Makers." (Source: Bloomberg)

Big business.

What happens if you end up getting regulated the same way traditional tabak of products are us to mark -- traditional tobacco products are?

We do not think it is fair to be regulated or taxed in the same way that cigarettes are because these products only have four ingredients, a m tobacco products that have more than 4000. it is not proven that any of the ingredients in an electronic cigarettes are cancer-causing like those in regular cigarettes.

We don't support being treated like regular cigarettes.

That is what you believe.

You run an e-cigarettes business.

What would happen to you if you did get that regulation?

From my perspective, it will have some impact on the category.

The fundamental truth will not change.

This is a healthier and clean air alternative -- cleaner alternative to tobacco.

The evidence shows that 99% of all electronic cigarette users source from tobacco and our existing tobacco users.

That fundamental and demand opportunity and source of volume is not going to change.

Regulations may have a short- term impact, but it does not change the fundamental transition and shift from smokers to a healthier or cleaner alternative.

99% of the people who vape are former smokers and are not new to cigarettes of any sort?

That is correct.

Who did the research, where to the facts come from?

It is done by the industry societies which is the industry group that supports overall electronic cigarettes.

There have been another of other studies around the world.

When you ask consumers of electronic cigarettes why they chose electronic cigarettes, the number one reason they choose is to help them stop from smoking.

The second reason is to be able to smoke any time, any ways.

If the number one reason is to help stop smoking, do you run the risk of having diminished customers?

If they go from being a full on smokers to and e-cigarettes motor, the next up would be not smoking at all.

We don't think smoking is good in this says -- this is an alternative to that.

There are 1.3 billion smokers worldwide.

The size and scope of the opportunity is so big that we think it is fine if they start smoking electronic or start vaping electronic cigarettes as an alternative and then they get off electronic cigarettes altogether.

That is fine.

Is in the going to kill your business?

-- isn't that going to kill your business?

It depends on your purpose and mission as a company.

Our mission is to provide an alternative to smokers.

Given the size of the smoking population, it is significant.

1.3 billion smokers, the business may diminish, some smokers may no longer do electronic cigarettes, and our evidence says that from our 150 ,000 person database that it takes six months to get off cigarettes and then even stop using electronic cigarettes.

It takes times to do it -- time to do it.

Because there are only four ingredients or -- in an electronic cigarette and 4000 or so in a regular cigarette, they should be taxed the same way.

Tobacco has been taxed since the 1790's. as long before anybody had any idea that tobacco was carcinogenic.

We support taxes like any other consumer product.

There is some regulation that we think makes a lot of sense.

These products are for dolts.

Our intention is to provide them for adult smokers to give them the healthier choice.

We do not want any young consumers smoking these products or vaping these products.

We have to leave it there.

Thank you for joining us.

He is the ceo of victory e- cigarettes.

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This text has been automatically generated. It may not be 100% accurate.

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