The main results were as follows: "In thesurvey of e-cig users, dependence on e-cigs was significantly lower than it hadbeen on cigarettes (8.6 v 14.9). ... Currente-cig users are significantly less dependent on e-cigs than they were oncigarettes prior to switching."

In one of the first studies to examine the trajectory of electronic cigarette use over time, Lechner and colleagues have shown that extended duration of electronic cigarette use is associated with

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

Earlier this week, I discussed an published in the journal Tobacco Control and a blog on the article, in which a set of anti-smoking researchers attacked the cigarette industry for complying with the law. The article and commentary criticize tobacco companies for changing their labeling of "light" and "ultra-light" cigarette brands by removing these terms and instead, giving the brands different colors to differentiate them. The study found that manufacturers removed the "lights" labels, as required by law, and substituted colors for the banned descriptors. The study concludes that the tobacco companies circumvented the law and argues that these brands should be labeled by the FDA as "adulterated" and pulled from the market.

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