We have at this moment the harm reduction concept running in the medical world, promoted by the tobacco industry in many ways. One of the promoted products are e-cigarettes. E-cigarettes are now competing with pharmacological products as a quitting smoking product. The modalities to promote are the same as for the conventional tobacco used 40-50 years ago. The tobacco industry has changed its strategies and tried to convince us of the intense concern in protecting consumers. Even if they adopt the same manner of promotion as for conventional cigarettes the interferences are multiple: research, publication of articles, using doctors, incentives, politicians, and health care VIP. We are discussing in our presentation some of these problems induced by splitting the medical and researchers world in two. We are describing the modalities of changing the attitude of smokers, politicians, doctors, and professional societies. At the same time, we assist a boom of consumers recruited from teenagers and if we are looking at the results of the studies the benefits of e-cigarettes in quitting smoking are controversial. We are discussing at the same time also the new evidence about the consequences of e-cigarettes on different organs like the respiratory and cardiovascular systems. Our presentations demonstrate once again the interferences of the tobacco industry in our lives and try to underline also the implications of this strategy in the long term starting with commercial aspects, lobbying for alternative products, and splitting of the medical world.