The degree to which electronic cigarettes stimulate or depress overall interest in quitting is a separate and empirically answerable question. In fact, evidence from the UK indicates that the spread of electronic cigarettes has been associated with a in the desire to quit smoking at a population level.

"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"."

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