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.

Yes, this is satire. But it makes the point that the very same arguments that the lawmakers are using to implicate electronic cigarettes in targeting youth could be made to implicate nicotine replacement products such as nicotine gum and lozenges.

While Dr. Glantz's statement that few people have switched away from cigarettes or used e-cigarettes as a bridge to eventually go off cigarettes was not science-based, but pure speculation, there are now two studies which actually examine the trajectory of electronic cigarette and conventional cigarette use among a cohort of e-cigarette users. We are able to empirically examine Glantz's dual use argument and his claim that very few smokers are using e-cigarettes as a bridge to eventually go off cigarettes.

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