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"The tobacco industry realized that half of its potential customers were not even considering using cigarettes," Robert Jackler, a tobacco advertising researcher at Stanford University, told Business Insider

The increased levels of aldehydes show a need for users to be cautious of newer technologies that promise to deliver safer aerosols without science-based evidence to back up their claims, she said

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They stated that the United Kingdom, backed by Public Health England, followed a more pragmatic policy based on harm reduction, thereby adopting e-cigarettes as smoking cessation tools based on evidence