Sales of electronic cigarettes have soared across Europe. It comes after The Guardian newspaper reported that the tobacco industry is losing out on sales of its “traditional” cigarettes.

More and more people have turned to e cigs as a result of the ban on smoking in public places and industry experts believe sales will fall further as large shops and supermarkets will be forced to keep cigarettes under the counter in an attempt to break their appeal to youngsters.

Ministers argue there is evidence which suggests young people are attracted to smoking because of their bright boxes and colourful displays. It’s believed that hiding them away will provide an ‘out of sight, out of mind mentality’.

Smaller shops won’t have to follow their lead until 2015.

In addition the recent VAT rise in the UK has pushed the price of cigarettes up by an extra 37 pence on a packet of twenty.