What is in a name? A lot, if the unending debate about how electronic cigarettes should be viewed is considered. The infamous “deeming rule” which saw the FDA regard e-cigarettes as tobacco products has been challenged by various pro-vaping parties for years. Now, Dr. Marcus Munafo, the powerful editor-in-chief of the Journal of Nicotine and Tobacco Research, has written stating that any researcher who wishes to have his or her work published in the Journal of Nicotine and Tobacco Research should refrain from using the label “tobacco products” when referring to electronic cigarettes. Dr. Munafo feels that the scientific and academic communities should no longer take part in perpetuating misleading name since electronic cigarettes don’t contain any tobacco. Calling them tobacco products misleads the public and entrenches a “patently incorrect” description. Read his entire submission and learn why he seems to disagree with Shakespeare’s famous line that “What is in a name? A rose by any name would smell as sweet”.