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E-cigarettes and vaping are increasingly popular among children and adolescents who do not smoke

Lowering nicotine levels to minimally addictive or non-addictive levels would decrease the likelihood that future generations of young people become addicted to cigarettes and help more currently addicted smokers to quit. A paper published by the FDA in the New England Journal of MedicineExternal Link Disclaimer in 2018 projected that by year 2100, a potential nicotine product standard could result in more than 33 million people not becoming regular smokers, a smoking rate of only 1.4%, and more than 8 million fewer people dying from tobacco-related illnesses

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You would think that a product with the potential to save a billion tobacco-related deaths this century without costing tax-payers a penny would be universally welcomed by governments and the global public health community

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These reductions in marketing expenditures may reflect MSA restrictions, but may also reflect the generally declining cigarette sales resulting from stronger tobacco control policies, and shifts towards little cigars, smokeless tobacco and e-cigarettes.63 In contrast, smokeless tobacco price discounting expenditures have risen sharply, particularly since the cigarette companies started dominating the industry in 2005 (online supplemental figure 3)