As i said, if properly regulated in terms of quantity of nicotine, how its delivered, the manner its delivered and targeted to a current smoker who couldnt otherwise quit with levels of nicotine so they switched to ecigarettes, i dont think theres a dugout of reduction doubt of reduction. What is your general view to the science of ecigarettes, do you view it as settled . The science is not settled and couldnt be settled because the product itself is changing. We have not had the kind of rigorous science through this that we require for any other product under regulation of the f. D. A. Our organization and the other Public Health groups would welcome rigorous science. If ecigarettes have the potential to help millions of smokers quit, we do the science to make sure that the product we are selling to them will accomplish that goal. In the absence of regulation, we see product of nicotine in enormous levels. High enough. And some cases too low that it makes so easy for kids to start. Th
To know those products work to help smokers stop smoking. They are actually not approved for reduction. They are only approved for abrupt cessation. But there is a robust Evidence Base that when marketed to help smokers quit and when used properly, people can succeed. By contrast, to go to the questions from senator alexander about what you know and what you dont know when it comes to e cigarettes there is a whole lot to know. I agree with you totally. Can you point to any new innovation where we know right at the beginning everything about it and that we could come to an assessment. Im hopeful through your studies you find this product as safe. We dont want an unsafe product out there that contributes to a different problem. Ut if you find that its safe, are we going to say the same thing about ecigarettes 10 years from now. Gee, the body of evidence did a tremendous thing. Isnt that a good thing . If we are going to regulate them as Tobacco Products, we have to find that the claims,
That appeals to children and things of that sort in accident responsible to show and ecigarette that looks almost exactly like a combustion cigarette in a Television Ad, is that responsible . I believe that it is. For most smokers if you ask them what an Electronic Cigarette is they think it is a complicated device with a lot of wires and it was important to communicate there could be as close as possible to the product they were currently using and that would make it easy as possible transit transmission transition to a new habit. For an adult who knew that. For a kid who is looking at that tv advertisement. Is in the to that kid that does not know the sophistication of what you just said that it is ok to have either one . Quick that is why we have our message, friends do not let friends smoke which is our ad campaign we did earlier this year. That is the kind of ad campaign the Public Health community should support. That is where you were you are going to run into some problems. In