In other words, the TCLC is calling for a virtual ban on electronic cigarettes. The upheaval created by this ban would destroy all but the largest of the electronic cigarette companies, and would essentially deliver the industry to the tobacco companies. However, even the tobacco companies would have to remove their electronic cigarettes from the market until their applications were approved, a process that would likely take many years.

The Lie: Wimmer implies that Big Tobacco is enticing youth with three specific candy flavors: Bazooka Bubble Gum, Cap'n Crunch, and Cotton Candy.

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