The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

According to a published research and a European Lung Foundation , the European Respiratory Society is opposed to the use of e-cigarettes in any setting in which they are unregulated (which currently includes the United States and most countries).

Another anti-smoking group, responding via email, told me that: "This is precisely how the tobacco industry has influenced the reporting of science. By funding research at universities and engaging professors and researchers as consultants, the industry introduced a bias that influenced these scientist's conduct and reporting of their subsequent research. While the financial relationships may have ended in the light of the public's disdain for the tobacco industry and the public revelations that came out of the DOJ lawsuit, these biases do not just disappear overnight. It is irresponsible and unethical for these researchers to hide their past financial relationships with Big Tobacco, even if the money changed hands more than 36 months ago."

2. Precisely coincident with the rise in electronic cigarette use in the UK has been a significant increase in quit smoking attempts.

Second, disclosure of conflicts of interest is essential to achieve the public health ethical principle of transparency. Readers have the right to know if there are any relevant conflicts that could be perceived as influencing the objectivity of scientific reports.

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