The truth, in fact, is that NJOY's explicit value proposition is that it is trying to eviscerate the combustible cigarette market. While NJOY has the courage and values to stand up and work for the decimation of combustible cigarettes, that is something which Senators Rockefeller, Boxer, and Blumenthal do not have the fortitude to do. Instead, they have supported the institutionalization and protection of the tobacco cigarette market and are doing everything they can to protect real cigarettes from potential competition from far safer, fake ones.

In 2011, a federal court in the USA gave the Food and Drug Administration the permission to regulate e-cigarettes under the same laws as tobacco consumption. This was due to the fact that these devices provide nicotine just like the real thing. In the UK, the government has taken a different stance and according to the NHS, they are to be considered a medical aid to help smokers kick the habit. This will be brought into play in 2016 and until that date it is thought that e-cigarettes will remain in that grey area that allows their sales to be largely unregulated.

Is this really the kind of pure scientific expertise - unclouded by any ideological or political concerns - that we want to be making the critical decisions about how to regulate tobacco products which are killing hundreds of thousands of Americans each year?

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