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.

In other words, despite acknowledging that they cannot tell from their study whether e-cigarette use precedes smoking or whether smoking precedes e-cigarette use, they nonetheless draw the conclusion that e-cigarette use precedes smoking.

In an published in the New York Times,the president of the American Lung Association – Harold Wimmer – argues thate-cigarettes are addicting our nation’s kids and serving as a gateway totobacco addiction. Based on that alleged “fact,” Wimmer argues that electroniccigarette flavorings should be banned.

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