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Instead, these advocates argued that surveys are the best way to study the potential benefits of e-cigarettes. Surveys measure the real-life situation of how e-cigarettes and vapor products are actually used.

Unfortunately, the 2014 Surgeon General's report has left readers unaware of possible industry influences, as it has failed to disclose the pharmaceutical industry ties of many of its authors. And it is not difficult to estimate the extent to which pharmaceutical industry-generated research activities have influenced scientific thinking regarding the effects of smoking cessation drugs and nicotine's therapeutic (cessation) applications.

Similarly, NJOY does not appear to be marketing to kids. The most telling point is that in its internet sales, the company does not sell flavored e-cigarettes (only traditional tobacco and menthol). And of course, if NJOY were after kids, it would certainly offer the flavored varieties online, since kids are more easily able to obtain these products online, where age verification is not required, than in-store, where it is.

On his Twitter feed, Dr. Simon Chapman also attacked Big Tobacco for running this ad, accusing Lorillard of "viraling" this ad "to teens."

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