In an published in the Milwaukee Journal-Sentinel, professor of epidemiology Dr. Ruth Etzel - formerly with the World Health Organization - called for a ban on electronic cigarette advertising. However, she made no similar call for a ban on tobacco cigarette advertising.

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It is important to point out that just because the relative risk of cancer associated with filtered cigarettes is lower than that for non-filtered cigarettes, it does not necessarily follow that switching from a non-filtered to a filtered cigarette will reduce one's health risks. It is possible that smokers who make such a switch will compensate because they are used to higher tar levels. It is possible that the observed reduction in cancer risk only holds for lifelong filtered cigarette smokers, as they do not compensate (they never smoked non-filtered cigarettes). In fact, the scientific evidence supports this contention.

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