By blocking e-cigarette companies from telling the truth to consumers, CAP has completely undermined the very purpose of electronic cigarette marketing. The only reason these products are on the market and being used extensively in the first place is that they are much safer than regular cigarettes. If they weren't safer than cigarettes, there would be no justification for these products to even remain on the market. Moreover, they would not have become so popular among smokers because no one is going to switch to a product that delivers less nicotine unless it has health benefits.

Some knowledgeable analysts have predicted that if promoted, electronic cigarettes could actually replace nearly half of the combustible tobacco cigarette market. This would be the greatest public health achievement of my lifetime. Sadly, the American College of Chest Physicians and its partners do not want to see this happen. They would rather stick with the status quo, where smokers will continue to die in the millions each year, but at least they will not be taking any "unknown" risks.

Sadly, the agency concluded that it is not sure that e-cigarettes are any safer than tobacco cigarettes. The FDA states: "Many consumers believe that e-cigarettes are "safe" tobacco products or are "safer" than cigarettes. FDA has not made such a determination and conclusive research is not available."

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