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Given that ECs are at the lower end of the risk continuum [36] and are effective smoking cessation aids [7] among people who are actively trying to quit smoking in the near futureor alternatively, an appealing and lower-risk alternative consumer product for those who are not immediately planning to quit [8]ECs have the potential to substantially reduce smoking-attributable mortality in the population if they displace cigarette smoking, according to simulation modeling studies [913]

"While menthol usage is declining with all cigarette usage, it's declining at a much slower rate, about half the rate I believe, than regular-flavored cigarettes." And because menthol, a mint-flavored additive, is popular among African-Americans, the companies focus ads and coupons there

Bill Acker, president of the Nova Scotia Medical Society, didn't like the innovation

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