Anti-smoking activists play on some popular myths in order to brand the production and distribution of electronic cigarettes. Among their many claims, the electronic cigarette opponents argue that: the ban on tobacco products will stop individuals from smoking; the product may be purchased by children and adolescents; the electronic cigarette comes with multiple flavors with a purpose: attracting adolescents.

First, it is a myth that the ban on smoking can solve the problem. As of 2008, the number of regular smokers has gone up in the USA despite the large scale anti-smoking campaigns. Obviously, no reasonable approach may force people to quit against their will. Policy makers should accept this reality and come up with alternative and innovative approaches to prevention and awareness raising, assistance and greater availability of methods for quitting, and well as research on products that pose less risk to human health.

Anti-smoking activists also claim that electronic cigarettes are sold to children and adolescents. In fact, the product is intended for use by regular smokers who are of legal age to purchase tobacco products. Manufacturers advocate appropriate labeling of the product and urge retailers to request their customers’ identification cards on purchases. Furthermore, representatives of the industry have noted that online electronic cigarette retailers should validate customer’s age prior to approving transactions. Finally, with an average price at around $100, few children can commit their weekly allowance to buying it.

Thirdly, electronic cigarette opponents argue that the product comes with many flavors in order to attract adolescents. Manufacturers have responded that preferences (in general and for flavor) are universal rather than limited to any particular age. Products of almost any kind offer a great variety of shapes, colorations, sizes, and flavors. Furthermore, to suggest that such a diversity of flavors is devised with children in mind is the same as claiming that cinnamon and mint smoking cessation gums are freely available to children. Both products are intended to be used by smokers who are of legal age to smoke. Moreover, electronic cigarettes are marketed to regular current smokers rather than non-smokers. No evidence has been found that other substitutes for regular tobacco products increases both, sale and consumption.