The restriction is inappropriate because it prohibits companies from simply telling consumers the truth about the relative safety of their products. Arguably, this is the single most important piece of information that every consumer needs to know. Keeping consumers in the dark about the relative safety of electronic cigarettes vs. tobacco cigarettes does not serve any public health interest. In fact, it does just the opposite.

In a strange and ironic twist, in an published in the journal Tobacco Control and a blog on the article, a set of anti-smoking researchers are attacking the cigarette industry for complying with the law.

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