I, too, was disturbed by this ad and was going to write a blog post attacking it. However, it was quite apparent to me that this is not something that Lorillard would run. So before jumping to attack Lorillard, I did a little research and confirmed that it was not a Lorillard ad. In fact, it wasn't even really a blu company ad, since the company did not produce it (although they still had some association with the ad and did not disavow any relationship with it). My colleagues - Glantz and Chapman - were so excited about the opportunity to attack Lorillard for promoting e-cigarettes to youth that they failed to exercise even a minimum of due diligence in checking the facts first. (The complete story is ).

This means that 99% of the electronic cigarette companies currently on the market are going to have to change the way they market their products. They are going to be forced to implicitly lie about their products by pretending that providing a safer alternative to smoking has nothing to do with why they are marketing these innovative devices.

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