In banning the sale of e-cigarettes to minors, the legislation defines e-cigarettes the way they should be defined: as vapor products or alternative nicotine products.

Cigavette was started by lifelong smokers who were able to quit by using e-cigs. They wanted to “create a very cool brand that features the highest quality products at an economical price.”

The major problem with Dr. Glantz's argument is that he is considering only smoking-related mortality. The literature he cites deals with mortality only. However, there is more to life than simply its length. The quality of life is also important (although apparently not for smokers, according to Glantz). And cutting down the amount you smoke substantially improves the quality of life by reducing respiratory morbidity.

The study found that: "Neither a brief session of active e-cigarette smoking (indicative: 3% reduction in FEV1/FVC) nor a 1 h passive e-cigarette smoking (indicative: 2.3% reduction in FEV1/FVC) significantly affected the lung function (p > 0.001). In contrast, active (indicative: 7.2% reduction in FEV1/FVC; p < 0.001) but not passive (indicative: 3.4% reduction in FEV1/FVC; p = 0.005) tobacco cigarette smoking undermined lung function."

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

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