Most Australians want a ban on electronic cigarettes lifted, according to an Australian Retailers Association survey.

Conducted by the Crosby Textor Group, the poll shows 61 per cent of 1200 adults backed a move towards legalising e-cigarettes or vaporisers, commonly known as vapes.

The Turnbull government should follow the lead of the United States, United Kingdom, Canada and New Zealand by opening up the market, ARA executive director Russell Zimmerman says.

Most Australians want a ban on electronic cigarettes lifted, according to an Australian Retailers Association survey

Conducted by the Crosby Textor Group, the poll shows 61 per cent of 1200 adults backed a move towards legalising e-cigarettes or vaporisers, commonly known as vapes

'More and more Australians are buying personal vaporisers with nicotine online from overseas, simply because they can't buy them locally,' Mr Zimmerman said in a statement on Monday.

'The government needs to act so that responsible local retailers can compete on a level playing field and sell less harmful products for Australians trying to change their habits.

'Failure to regulate only increases the risks and there are currently no Commonwealth laws prohibiting advertising to children, or Australian standards for ingredients or vaporiser design to keep people safe.'

But many Australians are confused over the issue, with 53 per cent of respondents unaware or unsure of the existing law banning the sale and purchase of vaporisers, which simulate the act of smoking without burning harmful tobacco.

But many Australians are confused over the issue, with 53 per cent of respondents unaware or unsure of the existing law banning the sale and purchase of vaporisers

Almost half of those surveyed agreed that vaporisers, used by 4.4 per cent of smokers at the time of the 2016 Australian National Drug Strategy Household Survey, were a safer alternative than traditional tobacco cigarettes.

'It is clear that smokers are not prepared to wait around for the government to act and improve their health,' Mr Zimmerman said.

Quit Victoria says vapes are 'likely to be less harmful than cigarettes' while the Cancer Council claims the jury is out on the short and long-term health effects with more research required, according to statements on their websites.

Both organisations have been contacted for comment.