The key qualifier is "for the right smokers." There is a subset of smokers who try electronic cigarettes and find them satisfactory. They may then go on to make a decision to try to quit using e-cigarettes. The results of this study do not imply that if a smoker were "forced" to use e-cigarettes to quit, one would find the same favorable results.

The rest of the story is that despite the Common Rule and the intense efforts to try to prevent human subject violations in research, there are still occasional studies which find their way through the cracks. This is one bad example. It is an example of an unethical experiment that should never have been approved by an IRB in its current form because it blatantly violates the ethical principles of both consent and informed consent.

"But the harshest words came from Senator Jay Rockefeller (D- West Virginia), who said to the executives: “I’m ashamed of you. I don’t know how you go to sleep at night. I don’t know what gets you to work in the morning except the color green of dollars. You are what is wrong with this country.”"

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