As currently proposed, the deeming regulations will require virtually every e-cigarette product on the market to submit a pre-market review application, in which the company must demonstrate that the introduction of the product into the market is beneficial for the public's health. The data required to demonstrate this is complex, as it requires a consideration of not only the benefits of the product to intended users (adult smokers), but also the consequences of the product's availability in the market to others, such as nonsmokers and youth. The complexity and burden of this requirement makes it unfeasible for most e-cigarette companies, which are small and do not have adequate resources for such an undertaking. The result would be to pull tens of thousands of products from the market and constrict the market severely. In addition, it would create an absolute bureaucratic, nightmarish mess.

Wow! That is truly a life-saving announcement.

Let's not forget that spurred on by the CDC's report and alarming public statements, politicians have that e-cigarettes are causing youth smoking and eventual cigarette addiction and death:

Recently, Stan Glantz and colleagues called for a on electronic cigarette flavorings. Other anti-smoking groups have also urged the FDA to implement a ban on the use of flavors in electronic cigarettes. I have already why such an intervention makes no sense because it essentially represents a ban on electronic cigarettes, prevents brand differentiation, and greatly decreases the appeal of these products, thus forever protecting the market share of tobacco cigarettes. Today, I explain why the flavors in electronic cigarettes probably play a role in deterring youth smoking. Thus, I provide another argument for why the FDA should not ban electronic cigarette flavors.

In fact, one of the complaints in the comment is that "E-cigarette companies are marketing e-cigarettes as healthier alternatives to cigarette smoking."

2. In contrast to what we reported above, the anti-smoking groups have not - I repeat, have not - criticized the researchers for failing to disclose their conflicts of interest. They did not argue that "section 5 of the form refers to any and all conflicts of interest, regardless of when they occurred," and that "these researchers are breaking not only the spirit, but also the letter of these policies." We apologize for having incorrectly insinuated that these anti-smoking groups are concerned about the scientific and ethical integrity of published tobacco control research.

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