“…There are also two further cultural disruptors that have significant implications for both the maintenance of normative prohibition and for the normalisation proposition as previously developed. First is the explosion of the virtual market place of the internet as a source of drugs -hard to police and relatively easy to use (EMCDDA, 2015); and second, the new technology of e-cigarettes and techniques of vaping, the subject of heated debate as to whether this is normalising smoking and may serve as a gateway to use of other smokable drugs, or whether it is a public health breakthrough in assisting smoking cessation (Cressy, 2014;Drummond & Upson, 2014;Triggle, 2014). What is of interest for the normalisation debate is the smart advertising, design and market segmentation underpinning the new vaping market, creating a new clientele for a new, previously nonexistent product and means of using and inhaling a substance.…”