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•Ads must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture

The e-cigarettes pitch

B. Announced a gradual reduction in nicotine levels in cigarettes to non-addictive levels.

"Recently, a few political scientists have begun to discover a human tendency deeply discouraging to anyone with faith in the power of information. It’s this: Facts don’t necessarily have the power to change our minds. In fact, quite the opposite. In a series of studies in 2005 and 2006, researchers at the University of Michigan found that when misinformed people, particularly political partisans, were exposed to corrected facts in news stories, they rarely changed their minds. In fact, they often became even more strongly set in their beliefs. Facts, they found, were not curing misinformation. Like an underpowered antibiotic, facts could actually make misinformation even stronger." ...

The press release was entitled: "Members of Congress: More and More Children Being Exposed To E-Cigarette Marketing Are Picking Up Habit;FDA Urged to Protect Children as More Evidence Shows E-cigarettes Serve as Gateway to Tobacco Products."

The benefits of electronic cigarettes are clear: they help many smokers to quit smoking. They are especially advantageous to smokers who have failed to quit using traditional methods. Taking these products off the market is essentially condemning many smokers to continued smoking by taking away a viable option for them to try to kick the addiction.


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