For obvious reasons, the Glantz approach is the wrong one to take, and the Brown et al. approach is correct. This study demonstrates that when you analyze the data the proper way, it appears that electronic cigarettes -- for the right smokers -- can be an effective smoking cessation tool.

The study concludes that "e-cigarette use is aggravating rather than ameliorating the tobacco epidemic among youths."

An internal TGA email summarised Nicoventures' pitch.

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