Using Dr. Glantz's reasoning, the cigarette companies would be perfectly honest in putting out headlines stating:

The Vape a Vet’s program is actually started with the B.R.V (Bottled Ready to Vape) vendor. B.R.V has pledged to donate 100% of its profits towards the Vape a Vet program. Striving to help veterans “conquer” their habits overseas and even stateside, B.R.V is the first but not the only vendor that support this noble cause. Other programs outside of the vaping community such as the US Vets, numerous military bases, outposts, Legion Halls, and the VFW all would like to see veterans toss away the cigarettes and pick up the E-Cig alternative. Vape a Vet does not accept used gear and only gives veterans new and ready to go vaping hardware. They send monthly care packages around the world at no cost to the veterans.

The rest of the story is that by applying section 911 to electronic cigarettes, the FDA is forcing electronic cigarette companies to implictly lie to its consumers by hiding from them the undeniable truth that electronic cigarettes are much safer than tobacco cigarettes. This removes the most critical element of potential marketing competition from combustible cigarettes.

Their chief example is striking: many tobacco control researchers are referring to electronic cigarettes as "tobacco products." However, e-cigarettes are not tobacco products. They contain no tobacco whatsoever.

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