In fact, one of the complaints in the comment is that "E-cigarette companies are marketing e-cigarettes as healthier alternatives to cigarette smoking."

Regardless, the AHA considers e-cigarettes that do “contain nicotine to be tobacco products and therefore supports their regulation under existing laws relating to the use and marketing of tobacco products.” They suggest regulation in the areas of youth marketing, smoke-free air laws, and manufacturing, in order to make sure e-cigarettes don’t encourage nicotine use, which no matter what the delivery method, does present health dangers to its users.

The deeming regulations subject electronic cigarettes to section 911 of the Family Smoking Prevention and Tobacco Control Act, which prohibit the marketing of tobacco products as modified risk products without the approval of the FDA. Specifically, what this means is that electronic cigarette companies cannot tell consumers the simple truth: that their products are safer than tobacco cigarettes. They cannot even tell consumers that the intended purpose of these products is to provide a safer alternative to smoking.

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