“…Unambiguous claims concerning smoking cessation and health benefits related to ENDS were present in both ENDS advertisements and affiliate websites but not their linked seller websites, despite FDA limits on cessation claims and the limited empirical evidence for efficacy 15–17. To date, no large-scale clinical trials of ENDS effectiveness for smoking cessation or toxicant exposure reduction have been published, although results from one such study for smoking cessation appear to be forthcoming 18. Correspondingly, information on the FDA website states the following: ‘As the safety and efficacy of e-cigarettes have not been fully studied, consumers of e-cigarette products currently have no way of knowing … if there are any benefits associated with using these products.’19 Manufacturers of some dietary supplements have used ‘third party’ sources (eg, fake news websites) to distance themselves from unsubstantiated claims about their products,10 12 and a similar strategy may be in use here to make misleading health claims about ENDS.…”