Without adding a descriptor of some sort, the cigarette companies would not have been able to distinguish their sub-brands. For example, Marlboro "Lights" would now be called "Marlboro." Marlboro "Ultra-Lights" would now be called "Marlboro." And Marlboro "Milds" would now be called "Marlboro." Thus, there would be three brands on the market, all called simply "Marlboro," and consumers would have no way of telling them apart.

You are looking to see if e-cigarettes are a safer alternative to smoking. You know smoking is killing you and the people you love, and you heard about how e-cigarettes could be a smarter alternative to smoking tobacco. I can help answer some of your questions.

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The Rest of the Story

Let’s take a break from recent events and talk about something fun for a change. I’m sure we’ve all had our fair share of E-Juices and even pondered changing the flavor or wondering if adding another flavor would make the E-Juice really shine. For the last week, I’ve been spending a lot of time making my own E-Juice. I’ve been doing this long enough to know what makes E-Juice. You have your nicotine, PG, VG, and flavoring. It seemed really simple in my mind but by the end of the week, I’ve found a new respect for E-Juice mixologists.

Why is it negligent? Because it deviates from a well-accepted standard of care in medical and respiratory therapy practice, which is telling the truth. By disseminating false information - that smoking may be no more hazardous than vaping - to patients, this could lead to medical harm by convincing smokers not to quit via electronic cigarettes, but based on false information.

The Lie: Wimmer implies that the tobacco companies are promoting electronic cigarettes as being safe, and he links to one electronic cigarette company web site () as support for this statement.

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