If there were any evidence that electronic cigarettes inhibit, rather than enhance smoking cessation, I too would join Dr. Glantz's camp and oppose electronic cigarettes. But such evidence does not exist. Not a shred of it so far. Not a single study suggests that electronic cigarette use results in lower quit rates than what would occur in the absence of electronic cigarette use among smokers who try these products.

The Marini study demonstrates that electronic cigarettes do lead to a reduction in exhaled nitric oxide, which suggests that they have a mild respiratory irritant effect and induce some inflammation in the airways. This is a finding which has been reported previously in a number of studies. It is not surprising because propylene glycol is known to be a mild respiratory irritant.

The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

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