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Previous research has shown that green colour schemes effectively communicate to youth that a cigarette is mentholated, and youth in these studies describe blue as denoting a mild, mellow, smooth and/or menthol flavour.11 12 These sensory characteristics appeal to youth, as they reduce the harshness of cigarette smoke and mask the bitter taste of nicotine that can make early smoking experiences more aversive.1719 The new non-menthol ads and packaging tested in this study prominently featured green and blue colour schemes

Nicotine strength at a glance mg/mL is the number that matters

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Global Regulation of E-Cigarettes E-cigarettes are regulated differently around the world