Cigarette smoking is a major cause of morbidity and mortality in those who smoke. Helping smokers quit benefits public health. Ideally, smokers would just stop smoking, but this is not easily achieved due to the addictive nature of nicotine. An alternative would be to switch to a less harmful product, and e-cigarettes can fill this role. However, the harm reduction resulting from smokers switching needs to be balanced against any adverse effects in those who take up e-cigarettes but who would not otherwise have smoked. This is of particular concern in young people. A major consideration regarding e-cigarette policy is their potential toxicological impact. Some argue that the toxicity of many of the constituents of e-cigarettes is unknown, or such that significant harm might result in users. This is particularly true of flavourings. However, objective evidence is against this. The most commonly used flavourings do not appear to be markedly toxic, either directly or following thermal transformation in e-cigarettes. Suggesting otherwise would be a strong argument for people to avoid e-cigarettes. While this might help reduce uptake by non-users, it would also deter smokers from switching. In addition, exaggerating the harm could lead to lack of confidence in public health messaging regarding e-cigarettes. Hence, policy needs to be based on sound scientific evidence, and whilst the possible adverse health effects of flavourings should not be ignored, addressing behavioural aspects, such as appeal to young people versus adults, may be more important in developing an effective public health strategy.