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-- we'll today is the 24 annual world no tobacco day sponsored by the World Health Organization to raise awareness.
Of the -- -- affects of smoking.
But a full page ad in this morning's New York Times chat on just the global health organization to get behind a controversial new product known as.
The he's sick.
To back -- cigarette there this we're joined now offered exclusive interview by the man behind that is John Cameron is the younger brother James Cameron about the time Titanic fame.
And of course back media reporter Dennis -- who's been following the story very closely doesn't wanna start with you on this because.
The FDA is they've talked about -- the not so sure about these.
What Angela you would think -- from that ought to white the F eight gates and we'll take any safer alternative and cigarettes have 4000 chemicals and eighty Carter did and they tried to -- drug delivery system also battle in court they tried a banned shipments -- they try to block makers from making any quit smoking claims they've been very kind of up now they wanna hire applied.
Cigarette rules to easings even though.
Car smoke involved at all and so for our -- John Cameron who.
He tried it -- of trying to six months ago for the first times -- was that Pak us a day smoker for ten years.
He tried it and he has not gone back to a cancer stick ever since so John can't read.
Yeah this book if frustrating if you get -- -- did you feel like you've found a safer alternative to -- you have such a hard time.
-- 46 million smokers in the US I think.
What's the basic problem job.
Well I think the promised -- people don't understand what it builds.
There's a lot of misconception our electronic cigarettes -- don't in.
And I talked to people every day about -- electronic cigarette is I'm on the phone console everyone I bump into and most people don't realize that there just isn't any tobacco product inside of electronic cigarette it's.
It's and nicotine delivery system and has you know for chemicals and that's got -- -- -- that is.
Come from you know -- asthma inhalers that have been FDA approved for fifty years.
We have lots of -- on what's inside electronic cigarette I think the thing -- confront most is just.
Misconception about what it does it boils down to -- a battery and some -- and.
We're obviously you're you're the New York time today.
Very carefully lawyer -- job -- hard to get what you're really saying you're so important that -- WHL even though who even as you're saying.
You guys should study this coming which are basically saying between the lines of this ad John.
Is that the FDA know in the dedicated they don't get it they're not embracing and they should be -- that what you're saying.
I think what I'm trying to do is open a dialogue ultimately we have to talk about the cement with six million lives on the line I think any form of technology that moves for the takes.
Takes that into consideration -- I think it's just too much for the human mind rapids head around the you have.
Six million lives in jeopardy every year because of tobacco use and here you have a technology that's off the shelf that you can put in people's hands tomorrow.
That's going to reduce that would drastically significantly.
We have -- fast pace that we have to we have to get in front of the technology you have to get up there and in the world market the FDA needs to get behind that The -- -- -- -- to get behind it.
But what they need to do is establish an independent commission.
I think we've learned a lot from tobacco smoke and what we've learned is that the science done by the industry that's promoting their technology isn't the best science it's not.
It's not in the best interest to the consumer what we need is independent research and we need to open that dialogue.
We need to get the World Health Organization aware that this is -- -- kind of amazing harm producer for the human race -- in -- reality is it's not just the six million lives that you lose every year they have.
50% of those lives were cut down in the prime of their life.
We're talking about another two point seven million lives that live with the illness for the remainder of the -- or -- -- nearly nine million people that we can save yearly.
That yeses you know that graphic need for this technology is OK -- -- and put on the back -- But John you know and if if you if it what happened to big tobacco is any indication of where this is all gonna go it's gonna end up in the court system -- -- sitting next to an attorney herself normally -- well that's right thing.
This is gonna end up especially with the FDA's involvement while I think -- and we know one thing at the FDA rarely moves quickly especially in you know even in the.
It will have its day in court and then prevail as my prediction.
But the sad sad fact of the matter is in terms of lives lost in the intern people who could be helped by -- while -- such a delayed because nicotine is an old.
A drug right -- the day you don't know what it welcomed the smoke fine.
-- John Cameron I think one thing now working against Easter -- Is that you're caught in between so that the pro tobacco cigarette makers don't want the product and someone who -- correct -- doesn't necessarily want your product its arrival.
-- -- anti smoking people think it's anathema and it's scandalous that big of a safer cigarette at all -- because -- thing looks like a cigarette I still get the pump on it hold it.
I think -- I've spoken people think that somehow your dividend to addiction here -- it.
Well look addiction is serious business being a pack a day smoker for ten years I know how hard it is to quit I tried everything I tried -- I tried -- the reality is that.
And of the moment I picked up electronic cigarette I haven't smoked for six months.
For me that's a big deal more amazingly I can put down electronic cigarette when -- right -- So from a very personal standpoint I know this works this is why I got into -- six months ago trying to stop smoking.
Instantly stop the moment I picked up more -- cigarette I didn't need to go and do the F immediate data to make the connect they figure out of my own.
But in the past six months and talking to everybody what we're learning is that.
-- gets to the FDA to get to The -- to get to that conversation we have to open a dialogue we have to make sense of this and that the reality is that we have suffered deals of tobacco.
400 hundreds of years and significant research has been done it we know exactly how bad it is for us and clearly have a replacement when I move on this we can't just -- -- by.
Our John camera -- -- CEO say say it could be a great Hollywood movie talk to your brother about it yeah thanks for coming out boxes and of course would like to think tennis knows well yeah they are great stuff.
OK well coming up hard.
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