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When the company launched its sleek e-cigarette four years ago, it relied on social media outlets such as Facebook, Instagram and Twitter to promote its product in ads that, especially at the beginning, featured playful, partying 20-somethings

Reynolds said "by confiscating" the top 50% of the package and 20% of the ads, the government is not warning consumers about smoking risks -- it is telling consumers, 'Don't buy or use this product.' "The company is asking the FDA to withdraw the new rule, which it says is flawed, and issue a new one

The companies, however, believe they are complying with federal law

Nicotine Withdrawal: What to Expect Quitting nicotine is no small feat, and withdrawal symptoms can kick in faster than you think