However, the deeming regulations take away both the prospect of innovation and the incentive to introduce new products. Essentially, these regulations freeze the current market of electronic cigarettes, or at least of those electronic cigarettes which were most like the products already on the market in 2007.

Polito writes: "Physicians and government health workers are asked to ignorethe fact that, as found by a , more patients quit smoking cold turkey than byall other methods combined, that only a tiny fraction of successfulcessation involves use of any approved product (just 8 percent). Reflect on the fact that after 30 years and billions spent marketing Nicorette, that the Gallup Poll found that only 1 in 100 succeeded via nicotine gum. ... Fifty years of progress? Survey after survey teaches that feeding nicotine to nicotine addicts has nailed cessation to the floor, and that force-feeding weaning programs are costing lives (see , , , , , ). Don't expect to find any abrupt nicotine cessation paper cited in theGeneral's 978 page report. None. Why? Because the invited a number of financially conflicted researchers to help write it. Although impossible to know the role each played, to these eyes, their master's bidding leaps from the report."

Assuming that this is an accurate quote from Dr. Frieden, the CDC is lying. It is not true that the FDA lost a lawsuit to the tobacco industry when it tried to regulate e-cigarettes earlier. The lawsuit it lost was filed by two electronic cigarette companies, neither of which were owned by Big Tobacco. In fact, at the time of that lawsuit, the tobacco companies were not even in the business of selling e-cigarettes. All e-cigarette companies at that time were independent of Big Tobacco.

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.

But what is the clinical meaning of this effect? In order to find that out, one needs to conduct studies with longer-term end points.

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