Ever since the Royal College of Physicians (RCP) recognized the case for tobacco harm reduction (THR) in a 2007 report and Public Health England concluded that e-cigarettes were at least 95 percent less harmful than combustible cigarettes in 2015, the United Kingdom has been a forerunner in including reduced-risk products in its tobacco control strategy. The country’s 2017 Tobacco Control Plan (TCP), published by the department of health, stresses the importance of innovation and less harmful alternatives. Most anti-smoking and public health organizations as well as medical institutions in the U.K. support vape products as a reduced-risk alternative to cigarettes.