•Ads must not encourage non-smokers or non-nicotine users to use e-cigarettes

In fact, there are literally thousands of testimonials from ex-smokers as well as thousands of identified ex-smokers in surveys who testify that for them, e-cigarettes did work as a cessation aid. There is no legitimate scientific debate over whether e-cigarettes can work as a cessation aid. They can work, and they have worked for literally thousands of smokers.

2. The subjects did not provide informed consent for their participation in the research.

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