The Daily Star has wrote about it in “The Goss” :

HELL raiser Rhys Ifans has been up to his old tricks again. Or has he?

The Welsh caner, 41, was seconds away from being arrested on board a flight to LA with Lady Victoria Hervey, 33, after attendants thought he sparked up a fag.

Passengers in first class complained when the scruffy star was seen “smoking.”

However, it turns out he was chugging on a e-cigarette – a plastic device which glows at the tip and gives a nicotine hit.
Rock. And. Roll.

Also Monsters and Critics have posted an article :

Rhys Ifans caused a mid-air panic by appearing to smoke a cigarette on a plane.

The ‘Notting Hill’ actor was jetting from London to Los Angeles when he began puffing on the white stick – smoking on planes is banned – causing furious passengers to complain to staff on the Virgin Atlantic flight.

The 41-year-old star caused further concern when he twisted the cigarette around and pressed the burning red ember into his lip – until staff realised it was a fake cigarette.

Rhys was using a SmokeStik, a new invention which allows smokers to get their nicotine hit without having to puff on a cigarette.

The version Rhys was using, the SmokeStik Royale, was designed by socialite Lady Victoria Hervey and features her family’s crest.

SmokeStik spokesman Brian Culwell said: “The fact that SmokeStik doesn’t fall foul of the smoking ban makes it ideal for people who find it tough to sit through a lengthy transatlantic flight without cigarettes. The only down side is occasionally you may get challenged by people who mistake them for the real thing!”
Other fans of the product include Leonardo DiCaprio, Paris Hilton and Simon Cowell.

The SmokeStik Royale is available with over 10% discount from Get SmokeStik UK & Get SmokeStik USA.

SmokeStik Royale from SmokeStikUK with over 10% discount available here or with the code GETSMOKESTIK.
If you are in the US there is also discount available through GetSmokeStik.