According to the deeming regulations, electronic cigarettes cannot inform consumers that the electronic cigarette "presents a lower risk of tobacco-related disease or is less harmful than one or more other commercially marketed tobacco products" (which includes cigarettes). In other words, the marketing of electronic cigarettes will need to be based on the false pretense that e-cigarettes are not intended as a safer alternative to smoking.
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Another recent study published late May in the Addiction Journal showed that the e-vapor produced in electronic cigarettes “can contain some of the toxinspresent in tobacco smoke, but at levels which are much lower.” This study conducted by 5 researchers, 2 of which were linked to a Federal Drug Administration tobacco panel, used approximately 81 different studies during its overall review. In conjunction, a scientific review on e-cigs from theconcluded with the comparison of conventional cigarettes, claiming that they are less likely to be as harmful. Peter Hajek of Londons Queen Mary University states “the evidence we currently have is clear: e-cigarettes should be allowed to compete against conventional cigarettes in the marketplace. Health care professionals may advise smokers who are unwilling to cease nicotine use to switch to e-cigarettes. Smokers who have not managed to stop with current treatments may also benefit from switching to e-cigarettes.”
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