Such a regulatory action would remove the ability of companies to market their products and would eliminate the taste and appeal of the product, handing the entire cigarette category over to Big Tobacco.

For this reason, the FDA should think long and hard before jumping into a decision to ban the flavors in electronic cigarettes. It is possible that despite encouraging experimentation among some nonsmoking youth, flavored electronic cigarettes may actually have a net positive effect on the public's health by serving as an overall deterrent to youth smoking.

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