The public health charity ‘Action on Smoking and Health’ are fairly optimistic regarding the potential for vaping to be able to help smokers kick the dangerous habit and they inferred that the contents of e-cigarettes appear to be less than harmful. Although nicotine has been connected to anxiety and blood vessel disease, when this is compared to the percentage of smokers that contract cancer from tobacco, things look far more positive. A study that was conducted in 2013 did reveal that the practice of e-smoking helped to reduce the cravings for real cigarettes amongst heavy smokers and as such they managed to decrease the amount of harmful tobacco consumption. Because they strongly resemble and actually mimic the action of smoking a normal cigarette, it is believed that vaping has the potential to completely replace the desire to smoke amongst the same demographic.

Without adding a descriptor of some sort, the cigarette companies would not have been able to distinguish their sub-brands. For example, Marlboro "Lights" would now be called "Marlboro." Marlboro "Ultra-Lights" would now be called "Marlboro." And Marlboro "Milds" would now be called "Marlboro." Thus, there would be three brands on the market, all called simply "Marlboro," and consumers would have no way of telling them apart.

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