When it comes to e-cigs, Big タバコ is 関心d for your health
By Martinne Geller
LONDON, March 23 (Reuters) - The health 警告 on a MarkTen electronic cigarette 一括 is 116 words long.
That's much longer than the 警告s on 伝統的な cigarette packs in the 部隊d 明言する／公表するs. Nicotine, the e-cigarette 警告 says, is "中毒の and habit-forming, and it is very 有毒な by inhalation, in 接触する with the 肌, or if swallowed." It is not ーするつもりであるd for women who are 妊娠している or breast-feeding, or people ... who take 薬／医学 for 不景気 or 喘息. "Nicotine can 増加する your heart 率 and 血 圧力 and 原因（となる） dizziness, nausea and stomach 苦痛," says MarkTen, a 主要な brand in the 部隊d 明言する／公表するs. The 成分s can be "poisonous."
MarkTen's parent company Altria, 製造者 of Marlboro cigarettes, said the language seemed appropriate. There is no 要求するd health 警告 on electronic cigarettes in the 部隊d 明言する／公表するs, so "we had to do what we thought was 権利," said a 広報担当者 for Altria （弁護士の）依頼人 Services.
The company's frankness about the 危険，危なくするs of nicotine dates 支援する to the late 1990s, when it led a （選挙などの）運動をする for cigarettes to be 規制するd by the U.S. Food and 麻薬 行政 (FDA). Small タバコ companies at the time said the big guys would use 規則 to 調印（する） their dominance. Today, small e-cigarette 製造者s are 説 the same thing. Many argue that 会社／堅いs like Altria and Reynolds American want hefty 支配するs to help neutralise the 脅し that e-cigarettes pos e to their 商売／仕事s. By accentuating the 危険s of 'vaping,' they say, big 会社／堅いs may 阻止する smokers from trying the new 装置s, even though most scientists agree they are safer.
"If you read that (警告) as a smoker, you might think 'Oh, I'll just stick with a cigarette,'" said Oliver Kershaw, a former 15-a-day-smoker who やめる through e-cigarettes and 設立するd websites that 支持する them.
Big タバコ companies have 押し進めるd for a 範囲 of 支配（する）／統制するs on e-cigarettes. These 含む 非常に長い health 警告s, 減ずるd 製品 範囲s, 制限するd sales, and 科学の 実験（する）ing 必要物／必要条件s. Kershaw and others say such 成果／努力s 危険 squeezing small players. Too many 支配するs would stifle 革新 and 減ずる the 範囲 of 製品s to "a very simple, utilitarian e-cigarette," said Fraser Cropper, CEO of 全く Wicked, an 独立した・無所属 e-cigarette company based in the UK.
Big タバコ companies say their goal in 押し進めるing for 会社／堅い 支配（する）／統制する is not to 傷つける smaller competitors. 規則 will 利益 消費者s and e-cigarette companies alike by 確実にするing safety and 質 基準s and 上げるing 信用／信任, they say. Small companies should not be 免除された from responsible behaviour.
"Our 明言する／公表するd goal is to get to e-vapour leadership, to have the strongest brands in the marketplace," said the Altria 広報担当者. He could not 予報する the 衝撃 of 増加するd 規則 on smaller 会社／堅いs. "I don't know how they run their 商売／仕事s and what it would cost them to 会合，会う those 必要物／必要条件s."
Most anti-タバコ 選挙運動者s agree that e-cigarettes should be 規制するd. But some believe they deserve a はしけ touch than タバコ because they can help smokers やめる, and may be いっそう少なく harmful than smoking.
対策 that make e-cigarettes いっそう少なく 控訴，上告ing or hard to come by may keep people smoking, these p eople say. Clive Bates, a former 長，率いる of UK charity 活動／戦闘 on Smoking and Health (ASH), thinks public health 公式の／役人s who 支持する 堅い 支配（する）／統制するs 結局最後にはーなる helping Big タバコ's 従来の brands.
"They really are all doing their 最大の to 保護する the cigarette 貿易（する）," Bates said. "They just don't realise it." He thinks 規則s should encourage smokers to やめる, or switch.
The image of e-cigarettes is already changing. The 割合 of people in Britain who think vaping is just as harmful as smoking 二塁打d last year to 15 パーセント, によれば a 調査する by ASH. In the 部隊d 明言する／公表するs, a 類似の picture is 現れるing. The growth in U.S. sales of e-cigarettes slowed to 5 パーセント in the fourth ４半期/4分の1 last year from 19 パーセント a year earlier, によれば 井戸／弁護士席s Fargo 分析家 Bonnie Herzog. She せいにするs that partly to 増加するd 不確定 about the 製品s.
Derek Yach, a director at Vitality 学校／設ける, a health 研究 company, 疑問s there is any "conspiratorial 成果／努力" to 鎮圧する the new 商売／仕事. But he says that "if the 支配的な message is one of 疑問, then the status quo gets 持続するd." Yach once 長，率いるd タバコ 支配（する）／統制する at the World Health Organization and worked at PepsiCo.
Japan タバコ International, the world's third-largest タバコ company, thinks strict 規則s could 傷つける young 会社／堅いs. "If you make it 極端に hard (to 従う), you would 運動 small companies out of 商売／仕事," said Ian Jones, JTI's 長，率いる of 科学の and regulatory 事件／事情／状勢s for 現れるing 製品s. "You would lose the value of the 部類, you would lose the 誘発する."
"OPEN SYSTEMS"
E-cigarettes （機の）カム の上に the market a １０年間 ago 約束ing a safer nicotine 直す／買収する，八百長をする. The 装置s heat nicotine-laced liquid to create an inhalable vapour, r ather than 燃やす タバコ. That gives smokers the 伝統的な 手渡す-to-mouth ritual without the deadly smoke.
The 全世界の vaping market, which could 最高の，を越す $7 billion this year, is 平等に 分裂（する） between cigarette look-alikes, often sold by タバコ companies, and refillable "vapours, 戦車／タンクs and mods" - 装置s which 使用者s 修正する to 控訴 their needs. These are often made by smaller 会社／堅いs. 需要・要求する for them is growing three times as 急速な／放蕩な as the 全体にわたる market, as 使用者s say they find them more 満足させるing than 早期に all-in-one models.
Serious 充てるs favour such refillable "open systems" that let them mix and match liquids and 殴打／砲列s to 変化させる their nicotine intake. Open systems are often sold in vape shops and lend an edgy, do-it-yourself creativity to the vaping community. によれば 井戸／弁護士席s Fargo, there are now around 8,500 vape shops in the 部隊d 明言する／公表するs and 19,400 globally. Vape shops account for about one-third of all U.S. sales, while the Internet accounts for another third.
In August, Reynolds - which does not produce mods - 勧めるd the FDA to "禁止（する） open system e-cigarettes, 含むing all 構成要素 parts." Such systems, Reynolds wrote, 現在の a "unique 危険 for adulteration, tampering and 品質管理."
If the FDA does not want a 禁止（する）, Reynolds 示唆するd, it should 規制する vape shops as 製造業者s. That would 支配する them to FDA 査察, 登録, 製造業の 基準s and 製品 通関手続き／一掃 必要物／必要条件s.
Vape shops often mix nicotine and flavouring, just as pharmacies 構内／化合物 麻薬s, said Richard Smith, communications 経営者／支配人 at Reynolds. This means "the vape shop 販売人 is a 製造業者 under the applicable 法律s and 規則s."
E-cigarette 独立した・無所属s say such a move 的s them; 分析家s 公式文書，認める that the 商売／仕事 model of big タバコ 会社／堅いs de pends on 集まり 生産／産物, not mix-and-match.
"I think they (Reynolds) probably want that 消すd out before it 伸び（る）s traction," said Philip Gorham, an Amsterdam-based タバコ 分析家 at Morningstar.
Reynolds says that's not true. "We fully support 革新 in タバコ 製品s, 含むing vapour 製品s," said Smith. The company wants "a level playing-field where all 製造業者s are 支配する to equal 治療."
DOING THEIR DUTY
Shane MacGuill, a タバコ 分析家 at market 研究 会社／堅い Euromonitor International, said Reynolds' move may seem 熱心な, but companies have a 義務 to 株主s: "It would be remiss ... of them not to try and 押し進める for the 競争の激しい 環境 that is as favourable to them as possible."
Steven Parrish, a former Altria (n)役員／(a)執行力のある who retired in 2008, said that as long as people are honest, there's nothing wrong with 支持するing to 保護する their 利益／興味s. And embracing 規則 can help the タバコ 産業 勝利，勝つ 信用.
"I think one of the things the 産業 would like to see ... is a world in which the タバコ 産業 is much more like the 製薬の 産業 ーに関して／ーの点でs of how it operates," he said: "Very ひどく 規制するd and maybe not loved and admired, but at least 定評のある as a 合法的 商売／仕事."
That makes young people a 特に 極度の慎重さを要する point of 緊張.
Most e-cigarette companies want tighter 支配（する）／統制するs on who can buy, such as a 最小限 age. Altria's NuMark goes その上の. It says U.S. 購入（する）s should also be "clerk-補助装置d or 行為／行うd in an さもなければ 非，不，無-self-service 環境."
Smaller e-cigarette 製造者s say that would han d a big advantage to タバコ companies.
U.S. convenience 蓄える／店s are the main 出口s for タバコ 製品s. タバコ 会社／堅いs 申し込む／申し出 the 蓄える／店s rich incentives to 促進する their brands, and によれば Morningstar, タバコ can 供給する more than a third of 蓄える／店s' 利益（をあげる）. Cigarettes can only be sold behind the 反対する. They are 陳列する，発揮するd on ひどく branded 棚上げにするing which the タバコ 会社／堅いs often 供給する.
Putting e-cigarettes behind the 反対する would 軍隊 the 製品s to compete for 消費者 attention in space that タバコ 会社／堅いs 影響（力）, small companies say.
"As long as you say it has to be 12 feet from a child's 手渡す at the 反対する, it 保証（人）s (the e-cigarette) gets の上に their 塀で囲む," said Jan Verleur, CEO and co-創立者 of VMR, a Miami-based e-cigarette company.
Altria says retailers choose how and where to 陳列する，発揮する 製品s.
EARLY WARNINGS
Some small e-cig 会社／堅いs are 押し進めるing 支援する. 全く Wicked is challenging Europe's タバコ 製品s 指示的な (TPD), which was 可決する・採択するd in 2014 and comes into 軍隊 in 2016.
It's up to member 明言する／公表するs to 適用する the EU 支配するs in their own way, but the 指示的な says 製造業者s must tell regulators what's in a new 製品 six months before 開始する，打ち上げる. 生産者s will have to 名簿（に載せる）／表（にあげる） 成分s, 放出／発行s, toxicological data, nicotine doses and uptake, 同様に as health 影響s. A new notification is 要求するd for every big change.
全く Wicked is fighting the TPD in the EU 法廷，裁判所 of 司法（官） in Luxembourg. Such 詳細（に述べる）d 報告（する）／憶測ing is more onerous even than for 伝統的な cigarettes, the company argues. It says it is disproportionate, considering that e-cigarettes are probably いっそう少なく harmful. Its CEO says the six-month notification would slow innovati on in an 産業 where 製造業者s can move from 概念 to shelf in 10 weeks.
British American タバコ's Nicoventures 部隊 agrees with 全く Wicked that the six-month notice period "runs the 危険 of stifling 革新," によれば a spokeswoman.
But 全世界の タバコ leader Philip Morris International - which used to be part of Altria - said it thinks this 肉親，親類d of 前進する notification is appropriate to 確実にする 基準s. Its own 実験（する）s already go beyond the TPD 支配するs, a spokeswoman said. 強健な 科学の 研究 is "something we believe in as the 核心 of our work in this new 製品 部類."
In the 部隊d 明言する／公表するs, the FDA 目的（とする）s to 配達する its final 判決，裁定 on e-cigarettes in June. E-cigarette 会社／堅いs there say anything that 要求するs 非常に長い and 高くつく／犠牲の大きい 裁判，公判s could be manageable for big 商売／仕事 but may 傷つける smaller companies. "The more science that's 要求するd, the more expensive it becomes," said Sanjiv Desai, general counsel of U.S. e-cigarette 会社／堅い VMR.
A 広報担当者 for the FDA said it was 重さを計るing the 重荷（を負わせる） on everyone, 含むing small 製造業者s. It 計画（する）s to help small companies by 段階ing in new 支配するs. The European Union also 計画（する）s to give 会社／堅いs time to adapt. It has said （疑いを）晴らす 支配するs will help smaller 会社／堅いs; it 計画（する）s to 査定する／（税金などを）課す the costs of notification.
For Yach, the former 世界保健機構 タバコ 公式の／役人, regulators should remember that e-cigarettes are more than a new 商売／仕事. "A 激しい smoker has a 20 times greater 危険 of 肺 癌," Yach said. "Switch to e-cigarettes and that 危険 is 事実上 going to 無." (Edited by Sara Ledwith)
