The results of the study were as follows: "Manufacturers substituted “Gold” for “Light” and “Silver” for “Ultra-light” in the names of Marlboro sub-brands, and “Blue”, “Gold”, and “Silver” for banned descriptors in sub-brand names."

In my opinion, rather than being an objective scientific review of the literature, this article is little more than a hatchet job on e-cigarettes. The authors clearly have reached a pre-determined conclusion that e-cigarettes are not helpful in smoking cessation and they stretch science beyond recognition in trying to get the published scientific evidence to support this conclusion.

In an published in the Milwaukee Journal-Sentinel, professor of epidemiology Dr. Ruth Etzel - formerly with the World Health Organization - called for a ban on electronic cigarette advertising. However, she made no similar call for a ban on tobacco cigarette advertising.

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