The only bad news coming out of the actual data is that the efforts of anti-smoking groups and advocates appear to be working: they are being successful in discouraging smokers from trying to quit smoking using electronic cigarettes. Ironically, the results of public health efforts have been to impede smoking cessation, lower the overall motivation of smokers to quit, and decreasing the number of quit attempts among current smokers.

BAT offshoot Nicoventures first sought a meeting with the Therapeutic Goods Administration (TGA) in November 2013 "to fully explain our medicines-based approach to these agencies".

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