There is strong evidence that electronic cigarettes are much safer than tobacco cigarettes. These products contain no tobacco and do not involve combustion. Multiple studies have confirmed that there are only a few chemicals present beyond the nicotine, and so far, only trace or low levels of potentially concerning constituents have been detected - levels which are much lower than in real cigarettes. Users of these products generally report an immediate and dramatic reduction in respiratory symptoms. Moreover, there is strong evidence that electronic cigarettes can be effective in smoking cessation and that they may actually be more effective than traditional nicotine replacement products such as nicotine patches, gum, or lozenges. Even when not effective in promoting complete smoking cessation, these products generally help smokers cut down substantially on the amount they smoke, thus sharply curtailing tobacco cigarette sales.

However, the anti-smoking groups did not buy this argument. One organization's spokesperson told me: "The conflict of interest form clearly asks for the disclosure of all financial relationships that could be perceived as biasing an author's opinion, and there is no 36-month limit for such disclosures. Section 5 of the form refers to any and all conflicts of interest, regardless of when they occurred. These researchers are breaking not only the spirit, but also the letter of these policies."

What possible justification is there for banning advertising for electronic cigarettes, but not for the real thing?

In fact, this is precisely what Trueba et al. demonstrated in a of changes in exhaled nitric oxide levels in 41 healthy college students.

I am aware of no consumer product on the market that is prohibited by federal law or regulation from truthfully informing consumers of the primary benefit of that product.

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