In a forthcoming article in Regulation California Polytechnic State University economics professor Michael Marlow describes the negative effects on public health of the proposed regulation of e‐​cigarettes. The FDA proposes to expand its authority granted under of Section 911 of the Family Smoking Prevention and Tobacco Control Act. “Section 911 bans marketing tobacco products as modified risk products without FDA approval. Moreover, manufacturers are unable to inform consumers their products do not contain tobacco.”


The prohibition on marketing e‐​cigarettes as safer than traditional cigarettes has not been subject to cost‐​benefit analysis. This is particularly significant given that the literature on e‐​cigarettes suggests that they help smokers quit. Even the JAMA Patient Page, published by The American Medical Association last January, highlighted a number of potential e‐​cigarette benefits such as their lack of tobacco and the less toxic nature of e‐​cigarette vapor compared to cigarette second‐​hand smoke.


In his back‐​of‐​the envelope calculation using quit rates from the published literature, Marlow estimates that the benefits related to e‐​cigarettes would be between $15.6 and $49.2 billion a year as the result of between 2.4 and 6.4 million smokers becoming former smokers every year. “Prohibiting sales to youth and requiring a clear description of product ingredients may be appropriate. But prohibiting any information regarding potential efficacy in harm reduction is hard to justify given substantial benefits reported in currently available studies.”