• The truth is that the study we relied upon did not measure the time course of electronic cigarette and cigarette use. Thus, it could not determine whether the kids who were using both cigarettes and electronic cigarettes had initiated with smoking or with electronic cigarettes.

The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

At any rate, I'm aware of no data demonstrating that a large proportion of vapers who are ex-smokers were drawn back into nicotine product use after having completely quit smoking.

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