The Rest of the Story

The rules place an emphasis on the protection of young people and ads must avoid containing anything that promotes the use of a tobacco product or that shows the use of a tobacco product in a positive light. The rules were subject to full public consultation and will apply across media.

The rest of the story is that none of these studies examined quit rates among smokers who were trying to quit using e-cigarettes. None of these studies were in fact designed to examine the role of e-cigarettes in smoking cessation in the first place.

Despite strong evidence that vaping is much safer than smoking, that e-cigarettes do not contain any tobacco or involve any combustion, that tens of thousands of smokers are successfully using these products to quit smoking or cut down substantially on the amount they smoke, and that smokers with obstructive lung disease who switch to electronic cigarettes experience and immediate improvement in their respiratory symptoms, it appears that the American College of Chest Physicians and its partner organizations in FIRS would rather see tens of thousands of vapers return to cigarette smoking than to maintain a much healthier, smoke-free or greatly smoke-reduced lifestyle.

“The general idea is that it’s absolutely threatening to admit you’re wrong,” says political scientist Brendan Nyhan, the lead researcher on the Michigan study. The phenomenon — known as “backfire” — is “a natural defense mechanism to avoid that cognitive dissonance.”

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