This is a disastrous and irresponsible public position.

After claiming that there is now abundant scientific evidence that electronic cigarettes are a gateway to smoking, these politicians go on to urge the FDA to ban flavorings in e-cigarettes and to ban the online sale of these products.

Recently, Professor Ashton went on what the Daily Mail called "" on Twitter. He made a number of rude and offensive comments about individual vapers, which cannot be repeated here. For details, see the Daily Mail or this of the story.

This means that 99% of the electronic cigarette companies currently on the market are going to have to change the way they market their products. They are going to be forced to implicitly lie about their products by pretending that providing a safer alternative to smoking has nothing to do with why they are marketing these innovative devices.

We have today published new advertising rules for e-cigarettes to ensure they continue to be promoted in a responsible way. The new rules add to those already in place and will come into effect on 10 November 2014.

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