We have today published new advertising rules for e-cigarettes to ensure they continue to be promoted in a responsible way. The new rules add to those already in place and will come into effect on 10 November 2014.

In a strange and ironic twist, in an published in the journal Tobacco Control and a blog on the article, a set of anti-smoking researchers are attacking the cigarette industry for complying with the law.

Despite its obvious bias against electronic cigarettes, what was the worst thing that SAMHSA could say about the health risks of vaping:

"Frieden acknowledged that “stick to stick, they’re almost certainly less toxic than cigarettes" and that many people have quit smoking tobacco cigarettes with the help of e-cigarettes. However, he said, “the plural of anecdote is not data.”"

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