Included in a recent editorial, Dr. Michael Katz mentioned that the FDA should monitor electronic cigarettes as a nicotine delivery tool, and that electronic cigarettes should continue to be banned in locations where typical tobacco products are not allowed. “Unfortunately, the evidence on whether e-cigarettes help smokers to quit is contradictory and inconclusive,” Katz wrote. He did say he was willing to support their use if “there were good data indicating that they helped smokers to stop.” Dr. Gilbert Ross, medical and executive director of The American Council on Science and Health, said “allowing e-cigs to compete with cigarettes in the marketplace might decrease smoking-related morbidity and mortality.”

"The findings demonstrated that manufacturers did not simply remove descriptors, to be in compliance with the law, but introduced new color-coded brand name descriptors which smokers were able to recognize and easily identify the formerly labeled "lights" brands. We did not examine the use of colors themselves, which may be protected by the First Amendment, but rather the use of color terms. The marketing materials examined make explicit the fact that the use of substituted color terms in brand names is similar to the dropped "descriptors, so that consumers will continue to recognize these brands as "lights"."

The rest of the story is that these tobacco researchers are apparently lying to the public about the legitimate conclusions of their own study in order to mislead the media and the public about the role of e-cigarettes in youth smoking. This is scientific dishonesty. And regardless of one's position on electronic cigarettes, behavior like this should play no role in the scientific debate over the appropriate role for these products.

This means that 99% of the electronic cigarette companies currently on the market are going to have to change the way they market their products. They are going to be forced to implicitly lie about their products by pretending that providing a safer alternative to smoking has nothing to do with why they are marketing these innovative devices.

"Smoking is the single greatest cause of preventable illness and early death in England and most of the Western world," it said.

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