As a healthcare professional, I would like to actually SEE the study(methodolgy, sample size, randomization, controls, actual data, etc...) before coming to any conclusions. I know the placebo effect does exist and can be quite powerful. Without seeing the actual study, it does also seem to back up the New Zealand study which showed very low levels of bioavailable nicotine in ecig vapor(although there were some problems with that study design as well)
As a vaper myself, I can't honestly believe that we are all experiencing a shared placebo effect delusion. The suspicious conflict of interest of the main study designer also may lend some credence to the study being poorly designed or carried out. But without actually seeing the clinical study in it's entirety, there is no way to be sure.
This is why I hate when news outlets report apparent results of studies before they appear in peer reviewable journals.
Just as a small correction to the OP. This study is not going to be published in the British Medical Journal rather tobacco Control, a product of the British Medical Journal Group. Keep your eye out for it. the link is here:
I agree! and I would also like to see some clinical research into e-cigarette smoking. I had been a smoker for years. If eliquids are proven safe... I will now continue to vape instead... but if this is ultimately proven unsafe, I'll need to quit vaping e-cigarettes as well. It would be nice to know exactly what the health risks are and it would be nice if the study could include various eliquid manufacturers products and different ecigs. (I'm going to go back to reading this entire thread now ;-)