"Their ads use celebrities."

One of my fears in advance of the release of the regulations was that they would require substantial equivalence determinations for most products currently on the market an would pull some products from the market pending such determinations. Instead, the agency decided to allow all existing products to remain on the market, giving them two years to apply for FDA approval. In addition, new products can enter the market for the next two years without pre-approval from the agency.

Here is what each of the three companies/associations had to say regarding this issue in their submitted comments:

While most anti-smoking organizations continue to oppose electronic cigarettes, warning of the hypothetical risks of these products, new from the UK suggest that in real life, e-cigarettes are producing substantial public health benefits.

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