"Nicoventures has met with the Therapeutic Goods Administration about the possible introduction of a new smoking cessation device in Australia," the statement said.

Dr. Frieden is quoted as stating that: "E-cigarettes are a tobacco product."

The Rest of the Story

Without adding a descriptor of some sort, the cigarette companies would not have been able to distinguish their sub-brands. For example, Marlboro "Lights" would now be called "Marlboro." Marlboro "Ultra-Lights" would now be called "Marlboro." And Marlboro "Milds" would now be called "Marlboro." Thus, there would be three brands on the market, all called simply "Marlboro," and consumers would have no way of telling them apart.

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