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"They're attempting to make the packaging and the marketing look white and clear and clean and very modern," said Erika Sward, assistant vice president for advocacy at the American Lung Association

Those making these products so appealing and readily available need to be made to stop. Additional reporting: Alfie Packham

She agreed that "no amount of smoking is safe." She said that quit-smoking efforts can work, but "true success is to avoid [initiating] tobacco exposure altogether." More information The American Cancer Society offers a guide to quitting smoking

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