The study finds that e-cigarette use is associated with smoking status. In addition, e-cigarette use is associated with heavier smoking and with fewer periods of smoking abstinence.

The recent increase in the popularity and availability of e-cigarettes has seen a significant growth in advertising for them. While e-cigarettes have always been allowed to be advertised and have been subject to general rules covering misleading claims, harm, offence and social responsibility, they have not, until now, been subject to product specific rules.

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