The letter concludes: "I really hope you will reconsider your approach – it does not serve public health or the public interest. It is wrong simply to assume that e-cigarettes will play no part in reducing the expected one billion 21st Century deaths from smoking. The evidence that there is, taken as a whole, is actually very encouraging, and certainly not a reason to mount a ‘dirty tricks campaign’ against these products. In any event, there is never a case to mislead the public, policy-makers and legislators even if you are convinced the end justifies the means, which in this case it does not."

"By January 2014 there were 466 brands (each with its own website) and 7,764 unique flavors. ... Newer brands offered more flavors per brand (49 vs. 32) ... ."

3. UCSF web site

In addition, hiding conflicts of interest deprives the public (and other researchers) to properly evaluate the validity of one's work. Certainly, one has a different view of the validity of the arguments in Fiore's piece once one becomes aware of his long history of financial relationships with Big Pharma. It is unfair to readers to deprive them of this relevant information. Plus, it is unfair to the journal, because the image of the journal itself could become tarnished if it becomes known that an author hid relevant financial conflicts from readers.

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