Finally, while it is true that the typical RCT is limited because it does not simulate the real-life situation where smokers can choose between different products, change products over time, and engage in social networks to support their vaping, the study we had proposed would have allowed for all of these things. We would have given smokers a wide range of products to choose from and allowed them to experiment with different products and make changes if they desired, and we would have referred them to a number of vaping web sites and support groups. In fact, we had decided to include a training and information session with an actual vaper as part of the study. This would still not have simulated the real-life situation exactly, but it would have significantly helped to make the study more meaningful by making it more similar to what happens in "real life."

According to the deeming regulations, electronic cigarettes cannot inform consumers that the electronic cigarette "presents a lower risk of tobacco-related disease or is less harmful than one or more other commercially marketed tobacco products" (which includes cigarettes). In other words, the marketing of electronic cigarettes will need to be based on the false pretense that e-cigarettes are not intended as a safer alternative to smoking.

There is no evidence that the e-cigarette industry is harming hundreds of thousands of children. Most of the youth who have used e-cigarettes are those who were already users of tobacco products, so it is entirely possible that the use of e-cigarettes among these children actually decreased their tobacco use. Moreover, the assertion that e-cigarettes are a gateway to smoking is inconsistent with actual data on trends in youth smoking rates. Furthermore, the assertion that e-cigarettes are impeding smoking cessation is inconsistent with data on cigarette consumption trends.

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