The Campaign for Tobacco-Free Kids argued that the tobacco companies and retailers not be allowed to tell consumers that the renamed products are the same as the former products. But this would have been an unconstitutional restriction of free speech. Unless the renamed product is banned, or the descriptor used is in violation of the law because it directly infers that the cigarette is safer, then I'm afraid that the companies are in compliance with the law and the anti-smoking groups are going to have to respect that.

Second, disclosure of conflicts of interest is essential to achieve the public health ethical principle of transparency. Readers have the right to know if there are any relevant conflicts that could be perceived as influencing the objectivity of scientific reports.

Recent data (Monthly tracking of key performance indicators; Electronic cigarettes in England - latest trends) from the Smoking Toolkit Study (Cancer Research UK, UK Centre for Tobacco Control Studies) reveal the following critical points:

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