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oftheelectroniccigaretteonthewhilesheandevenLettermantookhitsfromthedeviceon-air.eDecember2010blockbustermoviefeaturesJohnnyDeppscharacterpungonane-cigaretteinvariousscenes.ElectroniccigarettecompanyBluCigsbasedinCharlotteNorthCarolinasponsoredNASCARteamFasLaneRacingattheSprintCupSeriesinMay.BluCigsalsoreportedlycirculatedsomephotosofLindsayLohanusingitse-cigaretteinsteadofherregularcigaretteexpressingthatsheisdeterminedtobetterhercareerandherhealthandhasstartedusingBluCigsasadeterrenttolightingup.isJuneNewYork-basede-cigarettemakerCigirexLLCteamedupwithMonsterEnergytosponsorthepremierofOperationBelvisBashstarringCoreyFeldmanandDanielBaldwin.FeldmansaidhedidnotsmoketraditionalcigarettesafterusingCigirexinJanuary.ActorCharlieSheenandformerMajorLeagueBaseballcenterelderLennyDykstraarereportedlypartnersofNicoSheenanonlinesellerofe-cigarettesandotherrelatedproducts.Meanwhilehundredsofcompaniesarescramblingtogetinonthemarketwhileitshot.Butbeyondthecelebrityendorsementstheconsumeracceptancethehouseholdnamerecognitionstatusthereallygoodnewsfore-cigarettescameonApril25whentheU.S.FoodandDrugAdministrationFDAannouncedthatitwouldnotappealJudgeRichardLeonsrulingintotheU.S.SupremeCourtmeaningitwouldregulatesmokelesselectroniccigarettesastobaccoproductsandwouldnottrytoregulatethemunderstricterrulesfordrug-deliverydevices.Becausecigarettesroll-your-ownandtraditionalsmokelesstobaccoproductsarecurrentlytheonlyregulatedtobaccoproductsundertheFamilySmokingPreventionandTobaccoControlActe-cigarettesjoincigarsandpipetobaccoasunregulatedtobaccoproductsaccordingtofederallawaslongasnotherapeuticclaimismadebythemanufacturerorimporter.ManywelcomedtheFDAdecisionincludingpublichealthproponentRoduwhoonhiswebsitewww.rodutobaccotruth.blogspot.comcalleditavictoryonseveralcountsforsmokersandforournationspublichealthessentiallybecauseitguaranteesthataproductthathashelpedmanysmokersquitwillremainonthemarket.HoweverthereremainstheFDAissueofSubstantialEquivalenceexplainedbelowineDownssection.Moreoverthedecisionallowedthereleaseofpreviouslyhelde-cigaretteshipments.Somesellersofe-cigarettessuedtheFDAaftertheagencytoldcustomsocialstorefuseentryofshipmentsintotheU.S.erulingbasicallyupheldthattheFDAwasnotpermittedtostoptheshipmentsandthatithadoversteppeditsauthority.BrandentonFlorida-basedTotallyWickedisonesuche-cigarettemarketerthatdemandedthereleaseofitsproductsaftertheywereimpoundedbyU.S.CustomsatMiamiInternationalAirportinOctober2010.InMayitreceivedaletterfromtheFDAsayingthatitsconscatedgoodshadbeenreleasedforsaleintheU.S.TotallyWickedthenvoluntarilysoughtdismissalofitslawsuitagainsttheFDAretainingtherighttoimmediatelyrelethecaseiftheagencyfailstocomplywithitspromisedfuturecourseofactionaccordingtoacompanypressrelease.Meanwhileinnovationcontinuesinthee-cigarettecategorybycompaniessuchasSolarCigarettebasedinBocaRatonFloridawhichreportedlydevelopedanewpatent-pendingvitamin-packdesignthatwillhelpitsconsumersloseweightwhilee-smoking.UsersofthebrandwillreceivemultivitaminsandCoQ10witheverypuaccordingtothecompanyCEOMarkusSkupeika.AtpresstimeBluCigswassettoreleasee-cigarettepacksthatarepoweredwithsensorsthatcandetectothere-smokerswithin50feettopromptpotentialsocialinteractionreported.Laterversionsofthetechnologywillbeboundtoasmartphonethroughanappallowingmoreoptionsforreal-timecommunication.ecompanyalsoplanstodevelopasystemthroughwhichthepackscanmonitorauserssmokingbehaviorandreportbacktotheuserortotheusersdoctors.DespitethegrowinginterestinnovationandsupportfromsomehealthadvocatesforelectroniccigarettesarestormofImmediateimprovementinsenseoftasteandinstaminaFirstyear30to50percentreductioninriskofheartattackOver15yearsneartotaleliminationofallrisksRapidandsubstantialreductioninillnessanddeathover20yearsEliminationofenvironmentaltobaccosmokeEnhancedswitchrateof3percentwouldreduceprevalenceofsmokingalmost50percentin20yearsEnhancedswitchrateof10percentwouldreduceprevalenceofsmokingalmost90percentin20yearsEnhancedswitchrateof10percentwouldsavethelivesof4millionofthe8millioncurrentadultsmokerswhowouldotherwisedieofatobacco-relatedillnessoverthenext20yearsEnhancedswitchrateof10percentinyear20wouldreducetheannualtobaccoattributabledeathrateby82percentThebenefitsofswitchingtotobaccoharmreductionTHRproductsforanindividualThebenefitsofswitchingtotobaccoharmreductionproductsforthepublic34TheTHRPromiseLateShowwithDavidLettermanTeouristNJOYvs.FDATeNewYorkimesTOBACCOOUTLETBUSINESSJULYAUGUST2011SourceTobaccoHarmReductionPromisesandBarrierspresentedinMayattheTobaccoMerchantAs-sociationsannualconferencebyJoelNitzkinM.D.immediatepastchairoftheTobaccoControlTaskForcefortheAmericanAssociationofPublicHealthPhysicians.thEUpsthEdowns