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But when it did so, it failed to extend its new rules to electronic cigarettes

For example, one of the users who switched to IQOS in 2021 singles out this very advantage of IQOS

A recent study compared the acute effects of e-cigarette vapor (with PG/vegetable glycerine plus tobacco flavouring but without nicotine) generated from stainlesssteel atomizer (SS) heating element or from a nickelchromium alloy (NC) [92]

The cross-over advertising effect went beyond the particular advertised product and effectively promoted daily nicotine use, particularly among 12-14-year-old adolescents at baseline, with progression to e-cigarettes