• I also lied to you when I told you that my own study demonstrated that electronic cigarettes are "a new route to smoking addiction for adolescents." The study was a cross-sectional one, so I could not draw that conclusion. And I admitted it in the article itself. But that's not what I told you.

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.

In the above analyses, the authors controlled for level of nicotine dependence.

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