The health warning on a MarkTen electronic cigarette package is 116 words long.
That’s much longer than the warnings on traditional cigarette packs in the United States. Nicotine, the e-cigarette warning says, is “addictive and habit-forming, and it is very toxic by inhalation, in contact with the skin, or if swallowed.” It is not intended for women who are pregnant or breast-feeding, or people … who take medicine for depression or asthma. “Nicotine can increase your heart rate and blood pressure and cause dizziness, nausea and stomach pain,” says MarkTen, a leading brand in the United States. The ingredients can be “poisonous.”
MarkTen’s parent company Altria, maker of Marlboro cigarettes, said the language seemed appropriate. There is no required health warning on electronic cigarettes in the United States, so “we had to do what we thought was right,” said a spokesman for Altria Client Services.
The company’s frankness about the perils of nicotine dates back to the late 1990s, when it led a campaign for cigarettes to be regulated by the U.S. Food and Drug Administration (FDA). Small tobacco companies at the time said the big guys would use regulation to seal their dominance. Today, small e-cigarette makers are saying the same thing.
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