In 2009 a new trade association was created. The Electronic Cigarette Association was formed to speak for an industry under attack by big tobacco, pharmaceuticals and even the FDA. Funded by the industry and through donations, the focus of the ECA is on public relations and on providing accurate information about e-cigs to combat myths spread by big businesses protecting their bottom line. The e-cigarette industry is composed of e-cig producers, distributors and retailers.

The ECA provides a collective voice for both e-cigarette providers and organizations by publicizing accurate information and providing the tools necessary to opinion leaders, policy makers and the news media. By instituting a code of conduct that is industry wide, the ECA hopes to reassure the public and legislators about the safety and purpose of electronic cigarettes.

Powerful lobbyists of big tobacco and large pharmaceutical firms have attacked e-cigarettes from the time the products were introduced in 2003. Pressure from these highly financed lobbies resulted in the FDA conducting a very limited and unscientific study of e-cigs and issuing a caution about their use.. The Electronic Cigarette Association aims to combat the push to ban the products. Results of the FDA testing found a trace amount of a risky compound but did not compare that result with a similar test for the compound in tobacco products. The big corporations realized in 2003 that the electronic versions could damage their profits and they have been applying pressure for a ban since then.

The ECA states its focus as offering electronic cigarettes as a safe and inexpensive alternative to tobacco products. Users are encourage to share their stories and to make their voices heard by their Congressional representatives.

When a new and innovative product is introduced it is not unusual for competitors to spread false information. Although smoking tobacco products was accepted by our society for decades the serious health consequences of smoking have only been proven in the past few years. It was common for smoking to be linked to sophisticated lifestyles with an emphasis on macho men and glamorous women with tobacco smoke curling from their fingers.

The big tobacco trials revealed information about the number of additives and compounds in tobacco products that had previously been industry secrets. The risk to health is now clearly established and proven and has led to intolerance for smokers in our society.

Some large companies are at risk of losing a large block of their customers with the alternative of electronic cigarettes now available. Lost customers are lost profits and those industries have done everything to profit their profit shares. Those who condemn e-cigs out of greed are joined by some legislators who want all smoking banned. Whether motivated by greed or health concerns, both groups have disseminated false information regarding electronic cigarettes.

It has been forty years since the U.S. Surgeon General publicly declared the health hazards of smoking tobacco. In that 40 years the FDA has never suggested banning tobacco products or even regulating the ingredients until last year. Yet the FDA has been actively looking for ways to ban or regulate electronic cigarettes since their introduction to the market.

Mary Kay Rivers is an acclaimed expert on all aspects of electronic cigarettes. Her publications about the new lifestyle product, the electronic cigarette or about the best electronic cigarette have become well-known.

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