An electronic cigarette can contain as much nicotine as a regular cigarette — or more. The amount of nicotine an electronic cigarette delivers depends on the content of the liquid-nicotine in it. Customers can choose nicotine in a range of strengths. Some are comparable to the amount of nicotine in a regular tobacco cigarette; others are closer to that of a light or ultra light cigarette. There are also options available without nicotine, for users who want the sensory experience of smoking without its effect.