To highlight the absurdity of this aspect of the deeming regulations, it means that electronic cigarette companies will not be allowed to even claim that their product is free of tobacco. The law states that a tobacco product manufacturer cannot claim that "the tobacco product or its smoke does not contain or is free of a substance." In other words, an electronic cigarette company cannot claim that its electronic cigaretes do not contain, or are free of, tobacco.

Readers should be cautioned that this study should not be used to conclude that e-cigarettes are twice as effective as NRT for smoking cessation generally, for reasons explained articulately by Carl Phillips in his on this study.

Why? Because it is quite apparent from the study itself that the authors knew that the overwhelming majority of the 88 electronic cigarettes "users" in their study had little or no interest in quitting and were not using these products as part of a quit attempt.

There is no excuse for collecting this important information, but not revealing it to the public. The only legitimate justification for this would be if there were no reported conflicts of interest. In such a case, the report could have included a statement indicating that none of the report's authors reported a conflict of interest.

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