The Rest of the Story has that we lied to the American public by telling them that electronic cigarettes are every bit as harmful as smoking, and has ordered us to make this statement. Here is the truth:

The recent increase in the popularity and availability of e-cigarettes has seen a significant growth in advertising for them. While e-cigarettes have always been allowed to be advertised and have been subject to general rules covering misleading claims, harm, offence and social responsibility, they have not, until now, been subject to product specific rules.

1. The subjects did not consent to participate in the study.

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