A 3rd study, in the early summer edition of JAMA’s internal medicine publication, mentions the lack of substantial evidence electronic cigarettes can be involved in trying to eliminate traditional smoking all together, using a patch of nicotine as an example. However this recent study is drawing heavy fire from those in the medical field due to the claim that ecig producers are aiming their ads as cessation products, the FDA strictly forbids advertising that e-cigs are stop smoking products.

There is one thing you almost never hear most anti-smoking advocates and groups say to smokers who have quit via electronic cigarettes ...

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

The beauty of a randomized study is that it can equalize the levels of smoking addiction, reasons for wanting to quit, and motivation to quit across groups. In addition, it equalizes other confounders, including unknown confounders which could affect the study results. There is no way for a survey study to accomplish this. Thus, to simply throw out the RCT is quite unscientific, in my opinion. It throws out one of the most valid pieces of evidence that is necessary to make an informed judgment about the effect of these products: the differences in effectiveness of the products under conditions in which confounding cannot throw off the results.

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