Public health advocates should give consumers the facts about e-cigarettes. By equating the health risks of e-cigarettes and combustible cigarettes and failing to acknowledge the different relative risks of these products, authority figures are doing a disservice to the millions of smokers who may be seeking a safer alternative but are misled into believing there is no health benefit from switching to e-cigarettes. The consequences of these actions are clear: Fewer smokers will quit and more will die.

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