Remember that I did not argue that a smoker switching from a non-filtered to a filtered cigarette brand will reduce her cancer risk. It may be that vigorous compensation offsets the impact of such a change. However, I do believe that the scientific evidence supports the contention that all else being equal, a lifelong smoker of non-filtered cigarettes faces a slightly higher cancer risk than a lifelong smoker of filtered cigarettes.

"Their ads use celebrities."

Readers should be cautioned that this study should not be used to conclude that e-cigarettes are twice as effective as NRT for smoking cessation generally, for reasons explained articulately by Carl Phillips in his on this study.

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