The rest of the story is that the 2014 Surgeon General's report is violating the very ethical principles that it attacks the tobacco company for violating in the past. While there has been substantial progress in the past 50 years in the area of disclosure of conflicts of interest, somehow that progress has evaded the producers of the Surgeon General's report itself.

"It should be emphasized that neither of these studies was designed to capture a representative sample of all vapers. Instead they focus on the most enthusiastic among them, whom you would expect to have had especially satisfying experiences with e-cigarettes. The high success rates in these surveys therefore are unlikely to be seen among the broader group of smokers who try to quit with e-cigarettes, let alone among smokers who merely try the product out. But these surveys do indicate that e-cigarettes have helped many smokers quit."

These flaws are also noted by Dr. Robert West, director of tobacco research at University College London, who that: "the study was not able to assess whether or not for cancer patients who smoke using an e-cigarette to try and quit is beneficial "because the sample could consist of e-cigarette users who had already failed in a quit attempt, so all those who would have succeeded already would be ruled out"."

"Thanks again for making time to see us, this is an area of much focus globally and we are committed to bringing these products to market and so reducing the harm caused by smoking in the population," the letter said.

Using Dr. Glantz's reasoning, the cigarette companies would be perfectly honest in putting out headlines stating:

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