This is a disaster not only because it hides from consumers knowledge that these products are safer than cigarettes, but because it forces electronic cigarette companies to rely on other advertising pitches, such as portraying the use of these products as being sexy or attractive, boasting about how these products can be used in places where smoking is not allowed, or portraying these products as fancier types of cigarettes. This is going to make it more difficult to deter young people from picking up these products because it becomes more difficult for them to understand the true purpose and meaning of electronic cigarettes.

So the key argument against electronic cigarettes is that for every person who they help by getting them off of cigarettes, there is another person who they prevent from getting off cigarettes.

While the study must be viewed as providing only preliminary evidence and further confirmation is necessary, this is important research because it suggests that contrary to the assertions of many anti-smoking advocates, switching from tobacco cigarettes to electronic cigarettes decreases rather than increases the level of addiction to nicotine. Smokers who make the switch are less addicted and feel better prepared and better able to quit completely.

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