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.

The Rest of the Story

According to the article: "UCR professor of cell biology Dr. Prue Talbot and her team discovered the chemicals used to refill electronic vapor cigarettes (e-cigarettes) may be more harmful than tobacco cigarettes. Her team discovered that electronic vapor requires a consumer to take deeper breaths which may potentially draw in harmful chemicals to fragile parts of the lungs, as opposed to a tobacco cigarette that burns on the other end, allowing the consumer less inhalation. “Our earlier studies with electronic cigarette refill fluids showed that some of these products were toxic to both mouse neural stem cells, (and) human embryonic stem cells as well as to adult lung cells,” she said in ."

This move will be destructive to the public's health. It will literally cause disease and death by increasing cigarette consumption. The proposed tax is high enough that it will deter many smokers from quitting by using electronic cigarettes. It may even result in some vapers returning to cigarette smoking because the economic advantage is no longer present.

"It's hypocrisy, forked tongue talk, it's everything that we've come to expect from the tobacco industry over the last 40 or 50 years."

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