The rest of the story is that this is what the tobacco industry used to do. It is not how we in tobacco control should be conducting our business.

The study reports that at one year follow-up, the rate of smoking cessation among the baseline non-e-cigarette users was 13.8%, compared to 10.2% for the 88 electronic cigarette users, a difference that was not statistically significant. On this basis, the study concludes that electronic cigarettes are not effective for smoking cessation.

Similarly, NJOY does not appear to be marketing to kids. The most telling point is that in its internet sales, the company does not sell flavored e-cigarettes (only traditional tobacco and menthol). And of course, if NJOY were after kids, it would certainly offer the flavored varieties online, since kids are more easily able to obtain these products online, where age verification is not required, than in-store, where it is.

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