While neither of the researchers could be reached for comment, sources familiar with their work told the Rest of the Story that these authors do not feel their historical funding by Big Tobacco and consulting for Big Tobacco needs to be disclosed because it occurred more than 36 months ago.

Thus, before even getting to the issue of informed consent, the subjects in this research did not even consent to the research in the first place.

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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.'"

•Ads must make clear that the product is an e-cigarette and not a tobacco product

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