Yes, fruity and sweet flavors are used, but it is not used to entice children. Many adults prefer a sweet E-Juice over the bitter tobacco flavors. To say fruity and sweet flavors are marketing towards children is an incorrect assessment. In fact, I only like sweet and fruit E-Juices and I am not a child by any means. Vendors and vape shops have strict rules in selling to children. In fact, most stores won’t even allow children to enter the building let alone purchase an E-Cig.

In addition, hiding conflicts of interest deprives the public (and other researchers) to properly evaluate the validity of one's work. Certainly, one has a different view of the validity of the arguments in Fiore's piece once one becomes aware of his long history of financial relationships with Big Pharma. It is unfair to readers to deprive them of this relevant information. Plus, it is unfair to the journal, because the image of the journal itself could become tarnished if it becomes known that an author hid relevant financial conflicts from readers.

The rest of the story is that regulatory power has corrupted the science at the FDA. The FDA has been infected with the virus that causes an agency to regulate for regulation's sake. The agency has created a huge bureaucracy which is accomplishing absolutely nothing to protect the public's health. It is a profound waste of time and resources. The FDA would be better off using the money being spent on substantial equivalence applications on an aggressive, anti-smoking television campaign that would actually do something to protect the public's health.

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