4. Overall motivation to quit has increased since the dramatic rise in e-cigarette use.

The Rest of the Story has that I lied to the American public by telling them that studies have demonstrated electronic cigarette experimentation leads to nicotine addiction among nonsmokers who try these products, and has ordered me to make this statement. Here is the truth:

In other words, not only is this fraud, but it is doing public health damage.

As I yesterday, the FDA - supposedly committed to using the most rigorous science to regulate the continuum of nicotine-delivery products - stated in its proposed electronic cigarette deeming regulations that it is not sure that vaping is any less hazardous than cigarette smoking. In fact, the deeming regulations suggest that it is a problem that many consumers perceive vaping to be less hazardous than smoking. Moreover, the regulations make it clear that electronic cigarette companies will not be allowed to tell their customers that their products are any safer than real cigarettes, thus hiding the truth from the public and essentially requiring companies to implicitly lie to consumers.

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

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