The Faculty of Public Health has been a strong opponent of e-cigarettes in the UK. In its , it recommends a complete ban on e-cigarette advertising. It also asserts that the tobacco industry is using e-cigarettes to promote cigarette smoking, that electronic cigarettes may be a gateway to smoking among youth, and that there is no solid evidence that e-cigarettes can help smokers quit. This despite its acknowledgment that there is no evidence for a gateway effect and that there is evidence that e-cigarettes are as effective as NRT for smoking cessation.

Now, thanks to Drs. Blum and Muhlberg, we find out that all the complaining by the anti-smoking groups about the "wild, wild West" of e-cigarette marketing in an unregulated environment is bogus, as these groups failed to insist on an amendment which would have regulated e-cigarettes as tobacco products. Instead, these groups - back in 2009 - were actually fighting to get e-cigarettes off the market entirely. Regulating them as tobacco products would have meant institutionalizing their entrance and penetration into the market. It would have risked having these safer products compete with much more hazardous products like regular tobacco cigarettes. And that, by the reasoning of Tobacco-Free Kids and Friends, would have been a disaster.

Tobacco control advocates have often criticized scientists who were supported by the tobacco industry for failing to disclose their funding or other conflicts of interest, such as being paid to author commentaries critical of tobacco control policies. And rightly so. However, if we now engage in the very same tactics, then we become hypocrites, and our credibility in criticizing tobacco industry "hacks" is shot. We don't have any credibility in attacking "tobacco hacks" if we are "Big Pharma hacks."

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