This means that 99% of the electronic cigarette companies currently on the market are going to have to change the way they market their products. They are going to be forced to implicitly lie about their products by pretending that providing a safer alternative to smoking has nothing to do with why they are marketing these innovative devices.

Dr. Dutra states: "E-cigarettes are likely to be gateway devices for nicotine addiction among youth, opening up a whole new market for tobacco."

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