CLASSIFYING electronic cigarettes as ‘medicines’ could cost jobs at three booming firms employing 180 people in East Lancashire.

Industry leaders, who said the area was ‘the heartland’ of the products’ manufacture in the country, have pledged to fight yesterday’s plan to regulate the nicotine-based products.

The restrictions are set to be introduced by the Government’s Medicines and Heathcare products Regulatory Agency.

Thousands of East Lancashire’s 65,000 smokers are among 1.3 million UK people who have switched to the battery-powered alternative to real cigarettes.

Fraser Cropper, business development director of Totally Wicked, which has factories in Blackburn and Altham and sponsors the Bob Lord Stand at Burnley FC’s Turf Moor ground, attacked the plans.

He said bringing in tough new regulation and testing of e-cigarettes by 2016 were ‘wrong-headed’ and could hit employment in his company, which employs 90 people, and the areas two other manufacturers.

Liberty Flights, of Grimshaw Street, Darwen, and CN Creative, which has just expanded from Accrington into new premises in Phoenix Park, Blackburn, employ another 90 people between them.

Mr Cropper said Totally Wicked was looking at a legal challenge to the decision.

Some experts believe e-cigarettes could save millions of lives but others have raised concerns about their safety and attractiveness to children.

Some pubs and schools, including Clitheroe’s Ribblesdale High and Blackburn College, have banned e-cigarettes, which produce a mist of nicotine instead of smoke.

The move will allow licensed e-cigarettes to be prescribed by doctors to help smokers quit.

The European Parliament is also currently considering restrictions across the EU.

Mr Cropper said: “This ruling is wrong-headed. We do not sell a medicinal product but a leisure product and less harmful alternative than conventional cigarettes.

“East Lancashire is the heartland of e-cigarette production.

“If this goes ahead it will have a significant impact on employment with Totally Wicked and the two other local manufacturers.

“This regulation is unnecessary. We make sure our products are safe and meet consumer protection legislation.

“The company does not promote them to children.

“We are looking at all the options to stop this regulation including the legal avenue.”

Tony Collinge, of Barnoldswick and Colne’s Go4Smoke, said: “There does need to be some regulation because people can go on the internet and buy their own e-liquid.”

Sadjay Asal, 41, who runs Smokers World, in Higher Church Street, Blackburn, said: “I think it’s good if they want to regulate them. There’s a lot of inferior products out there.”

Dr Tom Smith, the Lancashire Telegraph’s health columnist, said: “It’s all very well saying e-cigarettes are much safer, but you’re still inhaling nicotine which is quite a poison.

“There’s a good basis for suggesting they should be regulated and come with warnings.”

A spokesman for CN Creative’s parent company British American Tobacco said: “We support the regulation of e-cigarettes and the need to ensure consumer safety and product quality.”

Blackburn MP Jack Straw said: “I will meet with the local companies, discuss their concerns and pass them onto the agency.”