The rest of the story is that none of these studies examined quit rates among smokers who were trying to quit using e-cigarettes. None of these studies were in fact designed to examine the role of e-cigarettes in smoking cessation in the first place.

"And most importantly, you are not just anecdotes. Each one of you is a real, courageous person who has accomplished one of the most difficult personal struggles that a person can face in terms of health behavior: quitting smoking, one of the strongest and most powerful addictions. Congratulations!"

Instead, in 2014, it is the electronic cigarette companies which are sending the anti-smoking messages and the health groups which are undermining those messages.

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