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With the immediate and massive growth of the electronic cigarette market, vape shops are showing up just about everywhere. Unfortunately, the range of experience and knowledge among proprietors is rather wide. This means that not everyone out there selling electronic cigarettes knows not to make health or cessation related claims about the devices.

One of the more recent culprits was Mid-South Vapors in Southaven — near Memphis, Tennessee. The company was highlighted in a piece by local news station WMCTV and the owner’s son, Chance Leigh (19 years old), spoke for the company. His lack of experience seems rather evident.

The piece starts off on a questionable note describing electronic cigarettes as a trend designed to help people quit smoking. That the interview took time with Chance and not his father (that actual owner of the store) makes it look like neither the news team nor the company took the opportunity seriously.

You can check out the piece here.

Chance says that 9 times out of 10 that electronic cigarettes help people quit smoking. This suggests that electronic cigarettes only exist to help people quit smoking. It also openly states that that’s something they successfully do. This goes against decisions made in the courts that allow the free sale of electronic cigarettes as long as they aren’t marketed with health or therapeutic claims.

Perhaps Chance believes he is hedging his statements enough by stating what customers say they experience or what he (who smoked from age 13) experience. In that case, the customers need to be making the statements themselves.

The piece gets something else questionably wrong as well. The reporter shows a medium-sized ego battery e-cig and says that it runs $49.95 (about the price of a carton of cigarettes) and can last 2 years. This is perhaps an oversimplification of the cost structure of electronic cigarettes as it doesn’t mention the purchase of e-liquid. But it also suggests people should hold on to and use a single rechargeable battery for upwards of 2 years. We would like to advice battery changes about once every 6 months maximum just to be safe.

But that’s the kind of mistake that can be made when a teenager is speaking for your vape shop.