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?

A final, important benefit of smoking reduction is that it helps facilitate the possibility that a smoker will subsequently be able to quit. It reduces the level of smoking addiction. It is easier to quit from a level of 5 cigarettes per day than it is to quit from a level of 30 cigarettes per day.

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