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.

The failure of the Family Smoking Prevention and Tobacco Control Act does call for criticism. But that criticism should not be leveled at the colors Gold, Silver, and Blue. The criticism should be directed at the anti-smoking groups and politicians who sold out the health of the public for political gain.

Thus, not only is hiding conflicts of interest an ethical violation, but it is potentially damaging as well. Once researchers in a field are viewed by the public as hiding relationships, the reputation of the entire field may be tarnished. Just look at what happened to the field of global climate change after it was revealed that merely one of hundreds of researchers in the field may have been biased in his approach.

The rest of the story is that none of these studies examined quit rates among smokers who were trying to quit using e-cigarettes. None of these studies were in fact designed to examine the role of e-cigarettes in smoking cessation in the first place.

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