Pro-Vapeo México is the first non-profit all consumers NGO in Mexico that stands for the rights of Mexican consumers of non-combustible nicotine products. Currently, usage of these products is legal but sales and marketing are illegal. While e-cigarettes use is booming some private charities and health authorities have been mounting an insidious disinformation campaign. Most of the public, including physicians and political authorities are largely unaware of the potential public health benefit of Tobacco Harm Reduction. Our aims are to advocate for a change in this panorama by (i) spreading reliable and precise scientific information on e-cigarettes and on other non-combustible products; and (ii) to campaign for an appropriate regulation that is proportional to the low risks that these products involve in comparison with cigarette smoking.