Both of these methods have their pros and cons, however in light of the recent electronic cigarettes popularity, tobacco harm reduction is gaining support from tobacco users and professionals.

The article does mention that a clinical trial of e-cigarettes found that these products were as effective as the nicotine patch, but it then dismisses this result, concluding instead that: "e-cigarettes are not associated with successful quitting in general population-based samples of smokers."

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.

Senator Dick Durbin stated that: "the use of e-cigarettes among our nation's kids is ... closely linked to the deadly use of cigarettes."

As the tobacco companies are no longer using these descriptor terms, they are in compliance with the federal law. They cannot possibly be found in violation of the law for using alternative names for their products when the law specifically allowed those products to remain on the market.

An internal TGA email summarised Nicoventures' pitch.

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