There are three blatantly misleading, if not untruthful assertions in the piece:

The authors write: "FDA should immediately under the current rulemaking establish a product standard prohibiting flavors in e-cigarettes... ."

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

The Rest of the Story

According to Dr. Stan Glantz - a leading tobacco control researcher - cutting down substantially on the amount you smoke has no health benefit. Thus, according to Dr. Glantz, smoking two packs of cigarettes per day is no more harmful than smoking a half pack per day, for example.

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