Health advocates are worried that allowing big tobacco companies into the e-cigarette market could unleash a wave of seductive advertising that would lure young people into taking up the habit.

The report also noted that popular stars, such as Jessica Simpson, have been endorsing the use of nicotine gum. Simpson - a former teen-pop sensation - told a national television audience that she was , even though she had never smoked a cigarette in her life. Simpson told Jay Leno: "The first time I ever chewed a piece of Nicorette gum one of my close friends’ mother gave it to me. I think she thought she was giving me a piece of regular gum. I was chewing it and it was like a party in my mouth. It was like fireworks and 'Oh my god, I’m talking a million miles per hour and I love this gum and what kind of gum is this? I have to have this gum.'"

(See: Grana R, Benowitz N, Glantz SA. E-Cigarettes: A Scientific Review. Circulation 2014; 129: 1972-1986.)

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