With hundreds of electronic cigarettes out there, I hear outlandish claims all the time and most of them have been nothing more than just sales pitches.

This month's issue of JAMA features a by Drs. Helene Cole (an associate editor) and Michael Fiore (from the University of Wisconsin School of Medicine and Public Health) which reviews the history of tobacco control in the 50 years since the release of the 1964 Surgeon General's report. The article makes recommendations for strategies to further reduce tobacco-related morbidity and mortality. One of these recommendations is that every patient who smokes be treated with medication. The article also argues that treatment with smoking cessation drugs is the "standard of care" for promoting cessation among smokers.

It's easy to see that a ban on flavors is essentially a ban on electronic cigarettes. It would ban virtually every electronic cigarette currently on the market. Moreover, it would mean that there could only be one type of electronic cigarette liquid, which would have to contain just nicotine and propylene glycol and/or glycerine, and there would be no way for different liquids to distinguish themselves. The product would completely lose its appeal to smokers and the cigarette market would be protected forever.

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