For all of these reasons, I believe that the current evidence does not support the FDA placing a ban on flavorings in electronic cigarettes. Such an action would, ironically, have devastating overall consequences for the public's health, both among youth and adults.

The odds ratio for successful quitting for the e-cigarette group compared to subjects who used NRT was 2.23 (95% confidence interval, 1.70-2.93).

Without adding a descriptor of some sort, the cigarette companies would not have been able to distinguish their sub-brands. For example, Marlboro "Lights" would now be called "Marlboro." Marlboro "Ultra-Lights" would now be called "Marlboro." And Marlboro "Milds" would now be called "Marlboro." Thus, there would be three brands on the market, all called simply "Marlboro," and consumers would have no way of telling them apart.

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