"They look and behave like marlboro cigarettes but with no smell, no dangers, no tobacco and no carcinogens," said Sherman Mohr, of the Momentum Group. The Tennessee-based company represents Revelle Co., which has the North American rights to the product. Despite the lack of direct side effects, Neil MacKenzie of the Windsor-Essex County Health Unit said the device "is not something we would endorse because it appears to reinforce the act of smoking rather than helping people quit. "I understand there are different levels of dosage but there are other nicotine-delivery systems such as gum, patches and inhalers which, in our view, are more effective. We continue to encourage and support those people who wish to quit smoking and how a person does that is an individual decision but, in our view, this does not appear to be it," he said. Mohr acknowledges that, while nicotine "is not dangerous, it is addictive. Our product can be used as a smoking cessation device but most of our customers are interested in being able to continue smoking legally where there are bans." The cigarette itself costs about $175 and replacement cartridges, which last up to 2 1/2 weeks, sell for $5. The cigarettes come with four different cartridges to provide high, medium, low or no doses of nicotine so they can also be used as smoking cessation aids, according to Mohr and Butera. Mohr, who said he has researched a number of no-smoking bylaws and legislation, also said the product is completely legal since there's no tobacco used and nothing is lit while the product is being used.