This opens a Pandora Box of misinformation larger governing bodies will use to attempt to ban E-Cig usage. Forcing the average joe to go back to regular cigarettes rather than the alternative we so love and enjoy. Definitely a huge step back from all the work and research that we have done.

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

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