1st March 2013, 14:53
Anecdotal evidence suggests more and more Gibraltarians are turning to electronic cigarettes as an alternative to tobacco.
The product's popularity locally mirrors a broader cultural pattern; in the UK, the number of e-cigarette users is expected to reach a million this year.
Some think it normalises what looks like smoking and may be unsafe. Others believe e-cigarettes could help save hundreds of thousands of lives by helping people to wean off smoking.
In the video above, Jonathan Scott speaks to Valmar Pharmacy's Francis Carruana, Karen Fernandez of Trafalgar Pharmacy, and Mark Williams of TC Cigs.