Recently, Stan Glantz and colleagues called for a on electronic cigarette flavorings. Other anti-smoking groups have also urged the FDA to implement a ban on the use of flavors in electronic cigarettes. I have already why such an intervention makes no sense because it essentially represents a ban on electronic cigarettes, prevents brand differentiation, and greatly decreases the appeal of these products, thus forever protecting the market share of tobacco cigarettes. Today, I explain why the flavors in electronic cigarettes probably play a role in deterring youth smoking. Thus, I provide another argument for why the FDA should not ban electronic cigarette flavors.

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