If electronic cigarette companies were forced to adhere to the MSA, it would bring an end to all electronic cigarette brand name sponsorships, outdoor and transit advertising, branded merchandise, free product samples (except in adult-only establishments), and targeting of youth in advertising.

While neither of the researchers could be reached for comment, sources familiar with their work told the Rest of the Story that these authors do not feel their historical funding by Big Tobacco and consulting for Big Tobacco needs to be disclosed because it occurred more than 36 months ago.

It is remarkable that despite all of the widespread marketing of electronic cigarettes and the claims that these products represent a safer alternative to smoking, the public is still split down the middle as to whether cigarette smoking is any more hazardous than vaping.

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