Health advocates are worried that allowing big tobacco companies into the e-cigarette market could unleash a wave of seductive advertising that would lure young people into taking up the habit.

These results demonstrate that the public health messages regarding the severe hazards of cigarette smoking (and the safer alternative represented by e-cigarettes) being disseminated by e-cigarette companies are being successfully undermined by opposing messages from the CDC, FDA, policy makers, and other health groups.

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