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I Problem DefinitionThe electronic cigarette or e-cigarette as it is commonly known is a relatively new nicotine delivery device The popularity of e-cigarettes is growing in the United States Sales of e-cigarettes are expected to exceed 1 billion in 2013 Robehmed 2013 In terms of consumption the United States is expected to see an increase of 40-50 next year alone This jump means sales could increase to 3 billion by 2015 Robehmed 2013 This increased popularity of e-cigarettes is especially alarming with regards to youth usage which among high school students doubled from 47 in 2011 to 10 in 2012 Koch 2013 The Centers for Disease Control and Prevention CDC is particularly concerned with how these statistics might indicate a change in norms relating to smoking Increased popularity could indicate more widespread public acceptance of smoking and e-cigarettes Also since e-cigarettes are not included in many public smoking bans people can use them in many places where traditional smoking might be prohibited These realities could demonstrate a change in how people see and approach smokingAs a result of years of anti-smoking campaigns the general perception of smoking is negative Smoking norms are largely affected by policy as proven by a study conducted in the United Kingdom By denormalizing tobacco use quitters can have a greater success rate with cessation Brown 2011 Social unacceptability is an end-game the CDC has been working towards with their programs but with the introduction of the e-cigarette into the tobacco market much of their hard work could be undone Since there is no data regarding the long term health effects of e-cigarettes the re-normalization of smoking is a problem that must be evaluated As industries create new forms of tobacco and nicotine delivery devices challenges will arise for the CDCs tobacco control policies It is important to understand what policies could be implemented and how this can affect the future direction of the CDCs tobacco control programs
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