A group of Congressmembers today released a report that criticizes pharmaceutical companies for targeting kids with candy-flavored nicotine replacement products. In addition to using appealing flavors, the report says, the pharmaceutical companies are attracting youth by using social media, sponsorship of youth-oriented events, and television and radio advertisements that reach substantial youth audiences. The report, entitled "“Gateway to Addiction? A Study of Nicotine Replacement Product Manufactureres and Marketing to Youth," is the first investigation of tactics used by pharmaceutical companies to market nicotine gum and nicotine lozenges to youth.

(See: Dutra LM, Glantz SA. Electronic cigarettes and conventional cigarette use: a cross-sectional study. Published online March 6, 2014. JAMA Pediatr. doi:10.1001/jamapediatrics.2013.5488.)

There is no justification for drawing this sweeping conclusion based solely on studies of mouse brains, without a shred of clinical or epidemiologic evidence that suggests e-cigarettes serve as a gateway to smoking or illicit drug addiction. And I think it is inappropriate to engage in this kind of scaremongering.

This month's issue of JAMA features a by Drs. Helene Cole (an associate editor) and Michael Fiore (from the University of Wisconsin School of Medicine and Public Health) which reviews the history of tobacco control in the 50 years since the release of the 1964 Surgeon General's report. The article makes recommendations for strategies to further reduce tobacco-related morbidity and mortality. One of these recommendations is that every patient who smokes be treated with medication. The article also argues that treatment with smoking cessation drugs is the "standard of care" for promoting cessation among smokers.

The article outlines the opinions of two camps within the tobacco control movement. One camp sees these devices as a potentially effective way of getting smokers to quit and therefore producing tremendous public health gains. The other camp dismisses the overwhelmingly positive testimony of smokers who have been helped by electronic cigarettes and argues that they are actually, on the whole, being harmed by these products.

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