To highlight the absurdity of this aspect of the deeming regulations, it means that electronic cigarette companies will not be allowed to even claim that their product is free of tobacco. The law states that a tobacco product manufacturer cannot claim that "the tobacco product or its smoke does not contain or is free of a substance." In other words, an electronic cigarette company cannot claim that its electronic cigaretes do not contain, or are free of, tobacco.

I can only hope that science will be restored to its rightful place in tobacco control and public health. But right now, I am not at all optimistic.

There is little question that electronic cigarettes are much safer than tobacco cigarettes (even Glantz himself admits that). And further, there is little question that the most important piece of information consumers need in deciding whether to continue to smoke real cigarettes or switch to the fake ones is that the fake ones don't contain or burn tobacco and are therefore much safer than the real tobacco cigarettes.

This means that 99% of the electronic cigarette companies currently on the market are going to have to change the way they market their products. They are going to be forced to implicitly lie about their products by pretending that providing a safer alternative to smoking has nothing to do with why they are marketing these innovative devices.

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