I'm sorry, but the words "gold," "silver," "orange," "red," "green" and other colors do not imply levels of harm. In fact, there are existing cigarettes on the market with the names "gold" or "silver" and these products are not accused of implying different levels of health risk. The only reason why these color names imply different risk level is that people know they are the replacement names for the former "light" or "mild" cigarettes.

Who should fund it?

This argument might have some plausibility if electronic cigarettes were "starter cigarettes." In other words, if electronic cigarettes were much milder versions of tobacco cigarettes, with milder tobacco flavor, then it might be expected that youth could advance from an electronic cigarette to a real one. Electronic cigarettes with tobacco or menthol flavoring, for example, might be expected to get kids used to the taste of a tobacco cigarette and thus to promote cigarette smoking initiation.

But what is the clinical meaning of this effect? In order to find that out, one needs to conduct studies with longer-term end points.

"while we have heard from some former smokers who say e-cigarettes helped them quit, there is not yet any conclusive scientific evidence that e-cigarettes can work as a cessation aid."

In order to introduce a new electronic cigarette product to the market, the manufacturer will have to demonstrate that the product is beneficial to the public's health. This does not simply mean that one must demonstrate that the product is safer than cigarettes. The applicant also needs to show that the introduction of the product into the market will not deter smokers from quitting or encourage youth to start using the product. At the present time, there is a substantial body of opinion among tobacco control experts that electronic cigarettes do not reduce population risk. Therefore, how can we expect that a manufacturer could demonstrate, at the level of proof required, something which most tobacco control experts do not even agree with?

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