The restriction is inappropriate because it prohibits companies from simply telling consumers the truth about the relative safety of their products. Arguably, this is the single most important piece of information that every consumer needs to know. Keeping consumers in the dark about the relative safety of electronic cigarettes vs. tobacco cigarettes does not serve any public health interest. In fact, it does just the opposite.

There are three blatantly misleading, if not untruthful assertions in the piece:

With hundreds of electronic cigarettes out there, I hear outlandish claims all the time and most of them have been nothing more than just sales pitches.

In 2011, a federal court in the USA gave the Food and Drug Administration the permission to regulate e-cigarettes under the same laws as tobacco consumption. This was due to the fact that these devices provide nicotine just like the real thing. In the UK, the government has taken a different stance and according to the NHS, they are to be considered a medical aid to help smokers kick the habit. This will be brought into play in 2016 and until that date it is thought that e-cigarettes will remain in that grey area that allows their sales to be largely unregulated.

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