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the current e-cigarettes on the market operate with ‘no tobacco, smoke, or combustion’ [3]. Furthermore, although traces of tobacco-specific nitrosamines (TSNAs) have been found in some e-cigarettes, similar traces of TSNAs are present in licensed NRTs [4–7]. This mislabelling is exacerbated by national and international regulations including e-cigarettes in their tobacco regulations or proposing to do so."

The rules place an emphasis on the protection of young people and ads must avoid containing anything that promotes the use of a tobacco product or that shows the use of a tobacco product in a positive light. The rules were subject to full public consultation and will apply across media.

2. The regulations put a huge, if not insurmountable, obstacle in the way of new and innovative electronic cigarette products.


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