In order to introduce a new electronic cigarette product to the market, the manufacturer will have to demonstrate that the product is beneficial to the public's health. This does not simply mean that one must demonstrate that the product is safer than cigarettes. The applicant also needs to show that the introduction of the product into the market will not deter smokers from quitting or encourage youth to start using the product. At the present time, there is a substantial body of opinion among tobacco control experts that electronic cigarettes do not reduce population risk. Therefore, how can we expect that a manufacturer could demonstrate, at the level of proof required, something which most tobacco control experts do not even agree with?

The report also noted that popular stars, such as Jessica Simpson, have been endorsing the use of nicotine gum. Simpson - a former teen-pop sensation - told a national television audience that she was , even though she had never smoked a cigarette in her life. Simpson told Jay Leno: "The first time I ever chewed a piece of Nicorette gum one of my close friends’ mother gave it to me. I think she thought she was giving me a piece of regular gum. I was chewing it and it was like a party in my mouth. It was like fireworks and 'Oh my god, I’m talking a million miles per hour and I love this gum and what kind of gum is this? I have to have this gum.'"

A recent from the UK involved a survey of 12,171 adults in February and March of this year. The survey found that 4.7% of ex-smokers were regularly using electronic cigarettes. Among these ex-smokers, 71% reported that they were using e-cigarettes to try to quit smoking and 48% reported that they were using e-cigarettes to try to keep off tobacco products. These data suggest that the overwhelming majority of ex-smokers using e-cigarettes are people who smoked and then quit smoking because of these products, rather than ex-smokers who returned to nicotine use via e-cigarettes.

The big, historic, evidence-based, unprecedented, bold new action taken by the FDA that it boasts is going to help ensure the protection of the nation's public health is to take four bidis off the market.

Yesterday, I reported that Drs. Stan Glantz and Simon Chapman issued against Lorillard for running an inappropriate blu e-cigarette commercial (the robot sex ad). The truth is that Lorillard had nothing to do with the ad, which was produced in 2010, well before Lorillard acquired blu.

Moreover, the users of e-cigarettes in the population were likely more addicted to nicotine, making the comparison of their quit rates with those of other smokers inappropriate.

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