Instead, in 2014, it is the electronic cigarette companies which are sending the anti-smoking messages and the health groups which are undermining those messages.

In addition, hiding conflicts of interest deprives the public (and other researchers) to properly evaluate the validity of one's work. Certainly, one has a different view of the validity of the arguments in Fiore's piece once one becomes aware of his long history of financial relationships with Big Pharma. It is unfair to readers to deprive them of this relevant information. Plus, it is unfair to the journal, because the image of the journal itself could become tarnished if it becomes known that an author hid relevant financial conflicts from readers.

What a great public health accomplishment it was to put cigarettes under the jurisdiction of the Food and Drug Administration. Although the FDA has so far done not a single thing to address cigarette safety problems such as heart disease, lung disease, and cancer, we can all breathe easier knowing that the FDA will plunge into action if a smoker somewhere reports that a cigarette doesn't smell or taste right.

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