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Electronic cigarettes: a new ‘tobacco’ industry?
  1. Jonathan K Noel,
  2. Vaughan W Rees,
  3. Gregory N Connolly
  1. Center for Global Tobacco Control, Department of Society, Human Development & Health Harvard School of Public Health, Boston, USA
  1. Correspondence to Vaughan Rees, Harvard School of Public Health, Global Center for Tobacco Control, Landmark Building, Level 3 East 677, Huntington Ave Boston, MA 02115, USA; vrees{at}

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Electronic cigarettes (e-cigarettes) have gained considerable attention since their introduction into European and American markets in 2006 and 2007, respectively. Research to date has focused on acute exposure,1 2 nicotine delivery1–3 and consumer response,4 yet little information has so far been available on this new and rapidly developing industry. Knowledge of e-cigarette sales and marketing strategies is needed to fully inform responses from the tobacco control community, including consideration of product regulation.5

In the USA, e-cigarette promotion has coalesced around three organisations. The Electronic Cigarette Association ‘was founded to institute and promote industry-wide standards and a code of conduct, work to maintain sound professional and practices, educate the public and policy-makers on the …

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  • Funding National Cancer Institute grant # 1R01-CA-125224.

  • Competing interests None.

  • Provenance and peer review Not commissioned; externally peer reviewed.