The problem is that in this cross-sectional study, there is no way to determine the direction of the observed relationship.

Let's just take three of the Surgeon General's report authors alone (Dr. Neal Benowitz, Dr. Jack Henningfield, and Dr. Jonathan Samet). According to a D.C. District Court filed by R.J. Reynolds and Lorillard:

Ads on TV and radio will be subject to scheduling restrictions to reduce the chance of e-cigarette advertisements being seen or heard by children. Furthermore, unless manufacturers obtain an authorisation for their product from the Medicines and Healthcare products Regulatory Agency, ads for e-cigarettes cannot convey health benefits or claim that they are ‘safer’ or ‘healthier’ than smoking tobacco.

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