"Thanks again for making time to see us, this is an area of much focus globally and we are committed to bringing these products to market and so reducing the harm caused by smoking in the population," the letter said.

The truth is that the authors of this study did not intend to examine the effectiveness of e-cigarettes for smoking cessation. They have in fact explicitly stated that their results cannot and should not be used to draw conclusions about the effectiveness of e-cigarettes.

There is little question that electronic cigarettes are much safer than tobacco cigarettes (even Glantz himself admits that). And further, there is little question that the most important piece of information consumers need in deciding whether to continue to smoke real cigarettes or switch to the fake ones is that the fake ones don't contain or burn tobacco and are therefore much safer than the real tobacco cigarettes.

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