"Down the corridor in BAT [British American Tobacco] you have a division who are spending all their days trying to work out how to gut, thwart, and ruin any policy like plain packaging."

The key qualifier is "for the right smokers." There is a subset of smokers who try electronic cigarettes and find them satisfactory. They may then go on to make a decision to try to quit using e-cigarettes. The results of this study do not imply that if a smoker were "forced" to use e-cigarettes to quit, one would find the same favorable results.

Should it be funded by smokers?

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