These flaws are also noted by Dr. Robert West, director of tobacco research at University College London, who that: "the study was not able to assess whether or not for cancer patients who smoke using an e-cigarette to try and quit is beneficial "because the sample could consist of e-cigarette users who had already failed in a quit attempt, so all those who would have succeeded already would be ruled out"."

This means that 99% of the electronic cigarette companies currently on the market are going to have to change the way they market their products. They are going to be forced to implicitly lie about their products by pretending that providing a safer alternative to smoking has nothing to do with why they are marketing these innovative devices.

This is an ironic reversal from the past, where it was the public health groups sending the anti-smoking messages and the tobacco industry which was undermining those anti-smoking messages.

“I gave Cigavette e-cigarettes a try and was truly impressed. I love the fact they have a full line and offer different choices that fit my needs. I started using the Full Flavor and within a few weeks was already lowering my Nicotine strength and was able to switch to Lights. I got the Starter and ReFill Package first to see how I liked it and then got the Set so I had 2 batteries and the wall/usb charger. I haven’t felt the need for a cigarette once since making the switch. You can tell from the first puff Cigavette is quality and produces an amazing amount of vapor. We finally have an e-cig company that figured it out. I tell everyone I know about Cigavette.”(from Cigavette website)

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