These flaws are also noted by Dr. Robert West, director of tobacco research at University College London, who that: "the study was not able to assess whether or not for cancer patients who smoke using an e-cigarette to try and quit is beneficial "because the sample could consist of e-cigarette users who had already failed in a quit attempt, so all those who would have succeeded already would be ruled out"."

It is irresponsible because this advice basically tells smokers: "If you are unable to quit completely, there is no point in your trying to reduce the amount you smoke. If you are a 3-pack per day smoker and cannot quit completely, then you should just keep smoking 3 packs per day. Don't try to cut down to 1/2 pack per day because it will have no benefit."

This is an ironic reversal from the past, where it was the public health groups sending the anti-smoking messages and the tobacco industry which was undermining those anti-smoking messages.

The authors admit this in the paper. They write: "This is a cross-sectional study, which only allows us to identify associations, not causal relationships."

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