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THE term "lighting up" a smoke could take on a whole new meaning with the development of an electronic cigarette.
The latest craze in the UK, the battery-powered cigarette may be the answer to indoor smoking bans.
Smokers still get their nicotine kick through an atomiser, which creates puffs of vapour to resemble cigarette smoke.
Yet to hit Australian shelves, the e-cigarette can be bought over the internet and is widely available throughout Europe.
Chinese exporter Ruyan claims it is not only a nicotine replacement - it is a smoking alternative.
"The e-cigarette is a hi-tech product developed by Ruyan to provide smokers with a clean alternative to smoking," the company's website says.
"It has no tar, no carbon monoxide and no cancer-causing chemicals."
The cigarette can last up to 350 drags - the equivalent of 30 smokes - and lights up red at the tip.
It comes in varying strengths - from 16mg to 0mg - for smokers trying to kick the habit.
But the device isn't cheap - a starter pack costs $358.
NSW Health has confirmed smokers could use the device inside pubs and clubs as it technically does not breach the indoor smoking ban.
"The Smoke Free Environment Act 2000 deals with products capable of being ignited and smoked in the traditional sense. As such, use of this product is unlikely to be in breach of the Act," a spokeswoman said.
The company plans to market the e-cigarette it in Australia.
Social smoker Kusum Normoyle, 23, road tested the pseudo cigarette yesterday but was unconvinced it would take off.
"I don't think too many smokers would use it - it's fairly awkward and heavy," she said.
"Then again, smokers who are really looking to cut down might, because a lot of people smoke because they like to hold a cigarette."
The Therapeutic Goods Association - which licenses medicinal products - has not received an application to sell e-cigarettes in Australia.
"The TGA is aware of the existence of these products," a spokesman said.
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