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A new study published in the Journal of Preventative Medicine has revealed a concerning trend for the electronic cigarette industry. It seems that from 2010 to 2013 the percentage of smokers that believe e-cigs are safer than tobacco cigarettes dropped from 85% to 65%.

You can read more on the study right here.

This is likely the result of what can only be called a campaign for ignorance led by over-zealous anti-smoking groups and cessation product backed public health advocates. Their efforts to fight electronic cigarette “misinformation” has only injected more doubt into the subject. Is there harm to using electronic cigarettes? Yes. Is that harm dramatically (believed to be 99%) lower than that of tobacco cigarettes? Also yes.

But opponents of the devices like to spin science-based discussions on the products as “lacking evidence” despite a litany of studies supporting one statement: If e-cigs can successfully replace use of tobacco cigarettes, they should without obstacle or impediment.

What appeared to be a fairly simple question — whether e-cigs are less harmful than tobacco cigarettes — has become mired in political, scientific, and moral double-speak. When it became evident that e-cigs were likely to be concluded as safer, opponents quickly did everything they could to wage a media campaign designed not to inform, but to make the topic so convoluted that most would avoid wading in.

The justification for this is not hard to see — they want people to quit completely or stick to cessation options they “know” work. The problem with that is that it ignores the opportunity for reduced harm in individuals that can’t or won’t quit. Also, as it turns out, when a company plunges millions into developing a product (like, say, a nicotine patch), they don’t really care whether that product works and they do care whether people think it does. And they’ll throw millions at both problems.

Many people have now realized that the “approved” cessation methods don’t work. In the United Kingdom, for example, e-cigs have been so successful for cessation that sales of approved cessation products are now plummeting.

In the U.S., however, despite the FDA not having the best reputation, many argue that the very fact e-cigs are not yet regulated proves they must be harmful. They won’t say it in exactly those words, but it appears as if lacking regulation applies harm to the devices. Thus far, studies into the purity and transparency of ingredients in electronic cigarettes have mostly shown the industry is acting appropriately.

If this campaign continues, conventional wisdom could become that electronic cigarettes are not safer than tobacco cigarettes. Many experts will even tell you that it doesn’t take anymore research than already existed a decade ago to figure that one out. Simply put, without smoke, tobacco use is miles away safer. This doesn’t keep opponents from claiming that we need 50 years of research to prove that — arguing that it took that long for science to figure out smoking.