b. Reduction in daily nicotine intake; and

1. E-cigarettes are a "gateway to nicotine addiction."

Electronic cigarettes are not for everyone, and this study was not designed to examine the proportion of smokers who will be successful in quitting or cutting down substantially. However, it does document that among those who are successful in becoming ex-smokers or dual users with substantially lowered cigarette consumption, they will likely experience an improvement in their respiratory health.

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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