The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

And what might those political purposes be?

Based on this single study, Dr. Glantz concludes: "the FDA must be extremely careful about assuming that e-cigarettes uniformly pose less risk than conventional cigarettes."

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