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Yet, as Professor Jeremy Pearson from the BHF remarks, "Just because e-cigarettes may be less harmful than tobacco doesnt mean they are completely safe." The foundation emphasizes that non-smokers should avoid taking up vaping, while acknowledging its utility in assisting smokers to quit

Its vulnerabilitythe fact that the paper pack requires careful handlingis a subtle indicator of the recipients high social standing and refined lifestyle

[40] A study in New Jersey found higher rates of e-cigarette use among youth who attend schools located in areas with higher amounts of advertising for e-cigarettes within a half-mile compared to those in schools with less advertising nearby

To achieve this, it is actively promoting the switch for adult smokers to smokeless alternatives, encapsulated in its motto to "Switch to Better." The company aims to reach 50 million users of its smokeless products by 2030