2. Precisely coincident with the rise in electronic cigarette use in the UK has been a significant increase in quit smoking attempts.

Cigavette’s e-liquid comes in two flavors: tobacco and menthol. Menthol isrelativity hard to mess up. However, tobacco is the hardest flavor to reproduce with any e-cigarette. That is because there are over 600 chemicals added to tobacco that give tobacco it’s unique flavor. It is almost impossible to make an e-cigarette taste like tobacco.

The major purpose of regulating advertising in the first place is to prohibit companies from deceiving consumers. But by precluding companies from telling consumers the truth, the CAP's regulations actually ensure that consumers are deceived. There is no legal nor public health justification for this campaign of deception. It protects cigarette profits at the expense of the lives and health of UK citizens.

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