The UK's Committee of Advertising Practice (CAP) has announced , effective on November 10, which restrict electronic cigarette advertising.

Thus, not only is hiding conflicts of interest an ethical violation, but it is potentially damaging as well. Once researchers in a field are viewed by the public as hiding relationships, the reputation of the entire field may be tarnished. Just look at what happened to the field of global climate change after it was revealed that merely one of hundreds of researchers in the field may have been biased in his approach.

Suppose that there are 1000 e-cigarette users who enter the cancer center with a diagnosis of cancer. Of these, an amazing 900 were able to quit smoking. However, 100 were very resistant smokers and could not quit smoking, even with e-cigarettes. Note that it would be these 100 resistant smokers who would be enrolled in the study. The 900 ex-smokers who quit using e-cigarettes would not be eligible for the study, because they no longer smoke.

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