If electronic cigarette companies were forced to adhere to the MSA, it would bring an end to all electronic cigarette brand name sponsorships, outdoor and transit advertising, branded merchandise, free product samples (except in adult-only establishments), and targeting of youth in advertising.

The authors write:

What is so scary to these lung groups about the prospect of so many smokers quitting or cutting down substantially on their smoking? A cynic might say that it would cause these physicians to lose a huge number of patients. That these groups are trying to protect their own payment streams is as rational an explanation for their behavior than any science- or public health-based explanation I can ponder.

According to the article: "The U.S. surgeon general's landmark finding last week that filtered cigarettes may actually increase the risk of lung cancer could lead to a flurry of new lawsuits against tobacco companies and even expand cigarette litigation outside of Florida, where it has flourished for nearly a decade."

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