The BBC have thrown electronic cigarettes into prime time television by incorporating electric cigarettes into the storyline of the popular BBC program Hustle.

In the recent episode of Hustle – a male character uses an electronic cigarette openly in a restaurant. The smoking effect is noticed by another person in the restaurant to which the character loudly announces with disgust ‘It’s electric, love’.

The star studded episode featuring stars from the Dragons Den show including Peter Jones, Deborah Meaden and Duncan Bannatyne was aired on 1st February 2010.

It was only a matter of time that a mainstream television channel would use an Electronic Cigarette in a storyline. The BBC is not afraid to showcase new technology so it had to happen sooner or later. Hustle is the BBC’s top drama series made by Kudos Film & Television for BBC One in the United Kingdom.

The big question is how long before we see people in The Queen Vic (Eastenders) and The Rovers Returns (Coronation Street) smoking electronic cigarettes -its only a matter of time!

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To watch the exact clip featuring the electronic cigarette scene, please forward the video to about 5 minutes 30 seconds.