Just my casual thinking about this issue....
The manufacturers may or may not make claims; however, the Ruyan Patent does happen to expressly state that "...an objective of the present invention is to provide an electronic atomization cigarette that may function as a substitute for smoking cessation products...". This is sufficient for the domestic authorities to consider the device to be a smoking cessation product, subject to clinical trials--as they previously asserted in court.
The active marketing dialogue so far, in the United States, has been that the "electronic cigarette" or vaping, is a recreational alternative to tobacco consumption. It isn't a theory, it has been the actions, via active marketing campaigns, that has placed vaping in the category that it currently occupies, and a federal judge agreed with that line of reasoning in setting-forth a judgment that the FDA shall regulate vaping products in the same way that tobacco products are regulated.
Many people are currently forming businesses with the central aim of distributing eCigs, mods, and niquid; and, many of those people come from the vaping community. When those individuals engage in marketing of these products, they will use the language, and follow the reasoning they have acquired as a result of their participation in the vaping community (there will be exceptions).
We, as a community need to realize that, should enough vendors of these products advance their marketing strategies by making the claim that the eCig, or vaping in general, is a form of smoking cessation; the FDA will have another day in court with hardcopies of just such advertising claims--and it would not be undue for an FDA lawyer to submit evidence regarding howe the devices are pervceived by the public, including communities like ECF--asking to regulate these devices as a drug delivery system. Under such circumstances, they stand a good chance of having the decision of 25 April reversed in their favor.
Will they actually do that? Who knows? Should we participate in handing them a loaded gun? No.
We can reduce the probability of that scenario arising, by monitoring and regulating our own expressions about eCigs and vaping. In short, ours should be an effort of forming good habits in this respect within our own community, and calling-out vendors when they market their wares as smoking cessation aids (and I have seen quite a few such claims made in writing and advanced verbally).
In short, it all starts with us.
Anyway, that's just my take on it.