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"Are E-Cigarettes a Boon, a Menace or Both?" (editorial, June 27) paints our industry with a broad brush. It doesn't recognize that many electronic (e-cigarette) manufacturers are vigilant when it comes to age-restrictive selling, sales on the Internet and distributing flavored products apart from traditional tobacco and menthol flavors.
There is no national legislation restricting the sale of e-cigarettes. But all e-cigarette manufacturers must proactively support legislation making it illegal for minors to buy e-cigarettes. Further, Ballantyne Brands (Mistic e-cigarette brand) is an active member of the Manufacturers Advisory Council of the We Card Program, an organization whose purpose is to prevent sales of tobacco and e-cigarettes to minors.
Ballantyne Brands works hard to "self regulate" our Mistic brand, similar to the way the tobacco companies regulate their products. For example, our policy is not to market flavored products, and none of our marketing efforts are aimed at under-age consumers.
Further, we do not market our products to attract new smokers; our target audience is only those consumers who smoke traditional tobacco products.
Sadly, there are players in our industry who do not act responsibly in their manufacturing and marketing initiatives, and don't "self regulate." Thus, it's crucial to recognize that all e-cigarette manufacturers are not the same.
JOHN J. WIESEHAN Jr.
Chief Executive, Ballantyne Brands
Charlotte, N.C., July 2, 2013
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