Here is where their smart chip is important:

The Faculty of Public Health has been a strong opponent of e-cigarettes in the UK. In its , it recommends a complete ban on e-cigarette advertising. It also asserts that the tobacco industry is using e-cigarettes to promote cigarette smoking, that electronic cigarettes may be a gateway to smoking among youth, and that there is no solid evidence that e-cigarettes can help smokers quit. This despite its acknowledgment that there is no evidence for a gateway effect and that there is evidence that e-cigarettes are as effective as NRT for smoking cessation.

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