Moreover, the FDA is poised to undermine industry messages even more by prohibiting these companies from continuing to use anti-smoking messages in their product promotion campaigns (by applying section 911 of the Tobacco Act to electronic cigarettes).

Ironically, Stan Glantz criticized the study specifically because it examined the effect of electronic cigarettes on quitting among smokers who desired to quit. According to an in the New York Times: "Stanton A. Glantz, a professor of medicine at the University of California, San Francisco, said the study’s limitation was that it tried to measure the effect of e-cigarette use only among smokers who were trying hard to quit, not all smokers."

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