There does need to be some restriction on the marketing of electronic cigarettes to youth. The FDA deferred a decision on marketing restrictions at this time. However, it is important that the agency does revisit this issue and that it craft restrictions that carefully balance the desire to protect youth from this advertising with the need for e-cigarette companies to be able to reach adult consumers.

If we accept that authors' word - that there is no way from this study to exclude the possibility that youths are initiating smoking with conventional cigarettes and then moving on to e-cigarettes - then it follows that these authors are being dishonest in telling the public that the study shows that:

Instead, in 2014, it is the electronic cigarette companies which are sending the anti-smoking messages and the health groups which are undermining those messages.

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