E-cigarettes are a disruptive public health phenomenon that requires consideration of ethics, risks, and the precautionary principle. The precautionary principle calls for caution in the face of uncertainty and cost-effective measures to prevent harm, even without full scientific certainty. While e-cigarettes' risks are uncertain, cigarettes definitively cause death and disease. Lack of certainty on e-cigarettes should not prevent recommending them as part of tobacco control until long-term effects are known, as they may dramatically reduce risks compared to cigarettes.