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.

In summary, this study helps to alleviate concerns raised by prior research and does not raise any new concerns. While more research is clearly needed, especially because there are so many different brands of electronic cigarettes on the market, the current evidence does not point to any substantial health hazards associated with passive vaping.

The e-cigarettes pitch

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