To be sure, ANR could simply have suggested that any poll commissioned by a company should be questioned because there is a potential bias. There was no need to claim that Mistic is actually a tobacco company and that Big Tobacco's history of fraud therefore applies to Mistic. Moreover, there was no need to claim that all electronic cigarette companies are tobacco companies. ANR could simply have stated that some electronic cigarette companies are owned by tobacco companies.

The Lie: Wimmer implies that electronic cigarettes are a form of tobacco, emphasizing that there is no form of tobacco and that consumers have no way of knowing what is contained in the electronic cigarette.

In their to this response, the authors of the study clarify their reasoning for attacking the cigarette companies, even though they merely complied with the law:

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