A 3rd study, in the early summer edition of JAMA’s internal medicine publication, mentions the lack of substantial evidence electronic cigarettes can be involved in trying to eliminate traditional smoking all together, using a patch of nicotine as an example. However this recent study is drawing heavy fire from those in the medical field due to the claim that ecig producers are aiming their ads as cessation products, the FDA strictly forbids advertising that e-cigs are stop smoking products.

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 commentaries by the two former tobacco industry consultants, university professors at a major midwestern medical school, are not in any way pro-tobacco, although they do criticize a number of current anti-smoking initiatives because they are ineffective and not based on sound formative research.

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