A scientific review on electronic cigarettes was published by Stan Glantz and colleagues this week in the journal Circulation.

One of the basic ethical principles of public health is transparency. It is our responsibility to be forthright with the public about the basis of our opinions about public policy, not to merely express our support or opposition for those policies.

Ads on TV and radio will be subject to scheduling restrictions to reduce the chance of e-cigarette advertisements being seen or heard by children. Furthermore, unless manufacturers obtain an authorisation for their product from the Medicines and Healthcare products Regulatory Agency, ads for e-cigarettes cannot convey health benefits or claim that they are ‘safer’ or ‘healthier’ than smoking tobacco."

It should be clear to readers that this study was poorly designed toinvestigate the efficacy of electronic cigarettes. The study systematicallysampled a group of quitline callers who were unsuccessful using electroniccigarettes. These people tried and failed using electronic cigarettes. How dowe know they failed? Because they wouldn’t have had to call the quitline ifthey weren’t still smoking. This is clearly a harder core group of smokers andit is no surprise that their cessation rates were lower after 6-months than thecomparison group. The study tells us nothing about the effectiveness ofelectronic cigarettes, other than that they do not work for everyone. In fact, this research is biased in favor of not finding aneffect of electronic cigarettes on smoking cessation.

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