Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

Overall, ASH reported that "98% of children who have never smoked have never even tried an electronic cigarette."

The report issued by these lawmakers calls for a ban on flavors in e-cigarettes.

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