This is a disaster not only because it hides from consumers knowledge that these products are safer than cigarettes, but because it forces electronic cigarette companies to rely on other advertising pitches, such as portraying the use of these products as being sexy or attractive, boasting about how these products can be used in places where smoking is not allowed, or portraying these products as fancier types of cigarettes. This is going to make it more difficult to deter young people from picking up these products because it becomes more difficult for them to understand the true purpose and meaning of electronic cigarettes.

The Rest of the Story

While Dr. Glantz's statement that few people have switched away from cigarettes or used e-cigarettes as a bridge to eventually go off cigarettes was not science-based, but pure speculation, there are now two studies which actually examine the trajectory of electronic cigarette and conventional cigarette use among a cohort of e-cigarette users. We are able to empirically examine Glantz's dual use argument and his claim that very few smokers are using e-cigarettes as a bridge to eventually go off cigarettes.

The study analyzed the levels of a large number of pollutants in the ambient air of a room in an office building during the presence of three smokers using electronic cigarettes. The room was moderately ventilated at 0.56 air changes per hour.

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