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In Shopland DR, Burns DM, Hoffmann D, Cummings KM, Amacher RH (eds.)

A Note on Language E-cigarettes or electronic nicotine delivery systems (ENDS) go by many names the most common name is e-cigarette, but other terms include e-cigs, vapes, vape pens, mods, and tanks

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But the tighter control meant that positive messages highlighting the product itself would no longer be allowed

At times, it came to conclusions based on old racist tropes, such as one 1970s marketing memo that suggested that Black people prefer menthols because they are said to be possessed by an almost genetic body odor. But the companies also broke new ground