The potential role of the cigarette industry in the future of the e-cigarette market

In this session, Prof Levy will discuss the history of the cigarette market vis-à-vis other nicotine products distinguishing the period before and after e-cigarettes became more widely used. The role of the industry in the e-cigarette market will be given special attention. Finally, the current and potential future role of the cigarette industry will be discussed and the factors that are likely to influence that role. Cigarettes have historically not faced any competition. E-cigarettes have forced them to take a different approach.  Has the USA PMTA process handed the monopoly back to the cigarette industry.