The mission of The Consumer Advocates for Smoke-free Alternatives Association (CASAA) is to defend the consumer's right to choose an alternative to smoking.
Sorry, been very busy for a few days and just catching up.
This statement has evolved to be very specific in the actions defined ("defend", and nothing else explicitly declared, with the legal sense being further reinforced by "consumer's rights") and to be rather broad in the range of alternatives defined. (None excluded - chewing tobacco would now seem to have a clear home here as an equal citizen to vaping.)
Is that really the desired direction?
The statement's focus on "defend" would seem to me to be at a tangent with "Resources" on the web site including extensive information about e-cigs (vs. about their legality) and even more so with "LifeStyle".
I'm ok with the statement if everyone really believes it is correct.
But if the points above seem important then perhaps some adjustment is still merited. A possibility:
The mission of The Consumer Advocates for Smoke-free Alternatives Association (CASAA) is to defend and enhance the consumer's ability to choose effective alternatives to smoking.
My reasoning:
Add "and enhance" to broaden scope to include supporting reasearch, advertising, public acceptance, etc.
Replace "consumer's right" by "consumer's ability" because "right" sounds like focusing on legal issues, and also would put some readers immediately into argumentative mode from the get-go. ("Who says that's a right?!")
Add "effective" so that the next layer of description can exclude whatever it wants to exclude, given that there's reason behind it. It also justifies an emphasis on vaping because we all believe vaping to be the most effective alternative.
Pluralize "alternatives" to be clear that it isn't just about vaping.