But other health academics have disagreed and have written to the World Health Organisation describing e-cigarettes as potentially life-saving.

Furthermore, they are lying to the public. In their report, they state: "The Tobacco Control Act restricts the distribution and sale of cigarettes with characterizing flavors." That's not true. After all, the Act does not restrict the sale of cigarettes with menthol as a characterizing flavors. It only prohibits flavors - such as chocolate, vanilla, and strawberry - that were not actually used in cigarettes at the time the legislation was enacted.

The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

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