This lack of transparency in the report is unfortunate because readers deserve to be informed about financial conflicts of interest that could potentially have influenced the report's presentation and interpretation of the scientific evidence. This is especially important because the report makes broad conclusions regarding national strategies for smoking cessation. Thus, if the report's authors have received money from pharmaceutical companies that make the very products about which the report is opining, it would be critical to disclose these conflicts. The report fails to do so.

"It should be emphasized that neither of these studies was designed to capture a representative sample of all vapers. Instead they focus on the most enthusiastic among them, whom you would expect to have had especially satisfying experiences with e-cigarettes. The high success rates in these surveys therefore are unlikely to be seen among the broader group of smokers who try to quit with e-cigarettes, let alone among smokers who merely try the product out. But these surveys do indicate that e-cigarettes have helped many smokers quit."

The problem is that Lorillard did not create this ad, had no part in its development, and is not running the ad now. In fact, Lorillard has absolutely nothing to do with the ad.

1. University of Kentucky Cancer Center web site

"So why doesn’t the CDC include e-cigarettes among its cessation and quitting tips? “The real reason is that they don’t condone anything that looks like smoking, even if it delivers none of the smoke and even if it delivers no nicotine,” Siegel said. “It is the ideology of the smoking action that they oppose.”"

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