It is easy to see why this methodology is inappropriate to assess smoking cessation rates among smokers who use e-cigarettes in an attempt to quit smoking.

But there is a massive problem with this idea of abstinence. Smokers who want to quit face extremely low odds. Less than 7% of smokers this year will succeed. (see casaa.org) Of the smokers who do succeed, many risk relapsing for the rest of their life.

In this cross-sectional study, a sample of adults who smoked at any point in the past 12 months was identified from a national household survey conducted in England between 2009 and 2014. Criteria for inclusion in the study were: (1) having made a serious quit attempt in the past year; (2) having used e-cigarettes alone, NRT alone, or an unaided quit attempt during their most recent quit attempt; and (3) not having used a prescription cessation drug or behavioral counseling during their most recent quit attempt.

The main difference between this study and those touted by Glantz as showing that e-cigarettes are ineffective is that unlike Glantz's cited studies, this one actually examines cessation rates among smokers who reported using e-cigarettes for smoking cessation. In other words, Brown et al. included smokers who reported having used e-cigarettes with the intention to quit smoking. In the studies cited by Glantz, smoking cessation rates for all e-cigarette users were examined, even if a smoker just tried a puff of an electronic cigarette to see what all the hype is about.

If electronic cigarette companies were forced to adhere to the MSA, it would bring an end to all electronic cigarette brand name sponsorships, outdoor and transit advertising, branded merchandise, free product samples (except in adult-only establishments), and targeting of youth in advertising.

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