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Americans are bombarded with information about the harm and risk of e-cigarette use—much of which is confusing or conflicting. This is because the e-cigarette debate has become fractured and polarized, resulting in mixed messages from public health organizations, media and government agencies. In light of this, if adults are going to be able to make informed decision about e-cigarettes, it is imperative that public health messaging must accurately portray not only absolute but also relative harm.