Without wanting to get too heavily into the ecig debate on this thread -
The potential effect is more harmful/likely than that of soft cheese etc, if I understand correctly
Not really. The problem with soft cheese is that it can cause listeriosis which, while rare, is likely to cause miscarriage or stillbirth.
Nicotine, while not ideal in pregnancy, is routinely prescribed to pregnant women in the form of NRT to help keep them off the fags. Yes, it has a few small risks associated with it (about on a par with caffeine) but the big risk of smoking in pregnancy is oxygen deprivation from all that carbon monoxide. This is absent in both NRT and ecigs. Once the first ecigs get medicinal licences it's only a matter of time before they are prescribed to PG women alongside gum, patches and inhalators.
if I was a man or woman considering this product ...
... you would almost without exception be already a smoker who was looking for ways to reduce harm and/or quit. ASH's figures bear this out: Less than 1 per cent of never smokers have ever tried electronic cigarettes and virtually none continue to use them. Unlike soft cheese, ecigs are not something people just decide to try on a whim.
We do need better labelling but it needs to be honest and proportionate (unlike the labelling regime that's currently in the EU pipeline). Incidentally, most manufacturers already voluntarily label the products with warnings about ingestion and addiction - the two main hazards.
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This is all really beside the point of this thread though. I'm not so concerned with warnings about using products during pregnancy (within reason - do you remember a couple of years ago when PG women were advised to avoid 'household chemicals'?
), I am concerned with blanket warnings directed at 'women of reproductive age' because it helps create a climate where policing women's behaviour - all women's behaviour - becomes acceptable. What's happening in the US wrt this is frankly terrifying but I had always thought it was quite extremist. If the WHO are now adopting this kind of language that means it's becoming mainstream.
How would you feel about warnings on bottles of wine directed at all women of reproductive age?