In contrast, it is the American Lung Association which is lying by implying to the public that Big Tobacco companies are enticing youth with candy-flavored electronic cigarettes such as bubble gum and cotton candy, that electronic cigarettes are a form of tobacco, and that tobacco companies are claiming that electronic cigarettes are safe.

In 2011, a federal court in the USA gave the Food and Drug Administration the permission to regulate e-cigarettes under the same laws as tobacco consumption. This was due to the fact that these devices provide nicotine just like the real thing. In the UK, the government has taken a different stance and according to the NHS, they are to be considered a medical aid to help smokers kick the habit. This will be brought into play in 2016 and until that date it is thought that e-cigarettes will remain in that grey area that allows their sales to be largely unregulated.

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