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.

This creates a huge incentive for Congress, and the President, not to take any action that would substantially reduce cigarette consumption. For example, it would create an incentive to bury electronic cigarettes somewhere under the Beltway so they cannot compete with the traditional cigarette products.

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