The intended use of a product is important not only from the perspective of categorization by the FDA but also to ensure the consumer is not misled by advertising. The FDA has been arguing that the intended use of the electronic cigarette is, or should be, to help people quit smoking. We do not believe this to be the case. We believe that this is another way to intake nicotine and participate in the action of smoking, without actually burning tobacco.

Many consumers who signed the electronic cigarette petition have stated that they have quit smoking with the electronic cigarette. However, these same consumers don’t state they have quit using nicotine, just that they have quit smoking. Smoking is not a disease according to the CDC, but nicotine addiction is, and there is no proof that electronic cigarettes help treat nicotine addiction. There is also no evidence that these consumers will not go back to smoking tobacco cigarettes.

It is a disservice to consumers to lead them to believe the electronic cigarette is a quit smoking product. There is no evidence as such. It continues the habit and the addiction to nicotine.

The intended use of the Instead Electronic Cigarette is to use it for the action of smoking. If you like to smoke, you may like the electronic cigarette. If you want to quit smoking, we recommend you go cold turkey or use a product that has been proven to help smokers quit.