"The vast majority of people who smoke them now also smoke conventional cigarettes, he [Stan Glantz] said, and there is little evidence that much switching is happening. E-cigarettes may even prolong the habit, he said, by offering a dose of nicotine at times when getting one from a traditional cigarette is inconvenient or illegal."

Many anti-smoking groups and advocates have been calling for a ban on all e-cigarette advertising. This would of course have been devastating to the industry and would have given tobacco cigarettes an unfair advantage in the marketplace. The FDA decided to defer any decision on marketing restrictions at this time. It is likely that the agency will revisit this issue in the future, but with more time, the FDA can craft marketing restrictions that balance the desire to protect youth from this advertising with the need for e-cigarette companies to be able to reach adult consumers.

Dr. Glantz's comments on the lack of health benefit in cutting down on one's smoking come in response to one of the reported benefits of electronic cigarettes: that they help many smokers to cut down substantially on the amount they smoke. Glantz : "Dual users, who simultaneously use both products, are unlikely to see much, if any, health benefit because of the continued cigarette use, even if daily consumption drops." In other words, if you are still smoking, there are no benefits from cutting down on the amount you smoke thanks to e-cigarettes.

The report also noted that popular stars, such as Jessica Simpson, have been endorsing the use of nicotine gum. Simpson - a former teen-pop sensation - told a national television audience that she was , even though she had never smoked a cigarette in her life. Simpson told Jay Leno: "The first time I ever chewed a piece of Nicorette gum one of my close friends’ mother gave it to me. I think she thought she was giving me a piece of regular gum. I was chewing it and it was like a party in my mouth. It was like fireworks and 'Oh my god, I’m talking a million miles per hour and I love this gum and what kind of gum is this? I have to have this gum.'"

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