@Lessifer - bang on.
The only thing e-cig companies will be able to say about their products is: "really satisfying" "smooth rich flavor" etc, etc. Horribly
tobacco-industry-type marketing guff.
To say anything (ANYTHING) about safety, you need MRTP. To say anything about moving away from smoked
tobacco, you need meds.
It is just totally self-defeating, as far as I can see.
I get how this could affect new customers, but even then I see it as a maybe thing. Someone that is new can get the info elsewhere, or remain in the dark about what eCigs are given that they live in the 21st century and apparently have zero idea what internet searches are.
But for existing customers, do you need another advertisement for whatever vaping product you buy that says, "no ash" or "less chemicals than traditional cigarettes?"
I'm thinking all of my non-vaping friends know at least something about the safety of eCigs and I'm including all those who I haven't had the educational talk with. It's been around that long to know about them.
Perhaps there is an example I am overlooking that would make or break a vaping product. I'd like to have that put on the table for all of us to consider.
But I'll also just note that there will be tests on all of this stuff, and there will be companies that cave into FDA warning letters in a heartbeat and other companies that wish to take FDA to court to fight for their right to advertise in way that they think FDA is stretching way too much on the MRTP front. If vaping company comes out with something in say 2017 that vapers have not seen before and it makes sense to them to highlight a design feature that deals with safety, I think they'll do it, and will likely have already figured out how they would respond to FDA / State should they choose to make an issue out of things. To assume the FDA / government is automatically going to win in these cases is the part that is self defeating.