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[3] She said consumer adoption rates failed to meet expectations." [3] Safety [edit] The American Cancer Society [7] [8] argues that the cigarettes are not as safe as the marketing campaign suggests, and that they should be removed from the marketplace: although they produce less tar and produce less second-hand smoke, this leads to a false sense of security, since the cigarette still contains high amounts of carcinogens

3067368010.1038/aps.2009.64 Acta Pharmacol

However, the lack of consistently formulated and approved e-cigarette products and data on long-term safety may be an important deterrent for some people and practitioners

Despite evidence from anti-smoking campaigns suggesting that perceived effectiveness correlates with the actual effectiveness of intervention messages to some extent [75], it is unclear to what degree results of this intervention will be translated into message efficacy to support coping with smoking urges and quitting smoking