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At the time of writing this article, remain an unknown quantity regarding the health and safety quotient. They are believed to be safer than real cigarettes on the basis that they do not contain any tobacco whatsoever. But the addictive nicotine that is part and parcel of vaping and the presence of some toxin traces (far fewer than in cigarettes) has led to continued research into the long term effects of this popular 21st century hobby/habit.

"The paper, "Short-term effects of electronic and tobacco cigarettes on exhaled nitric oxide," by Sara Marini, et al, just published in Toxicology and Applied Pharmacology (Volume 278, Issue 1, 1 July 2014, Pages 9–15), reports important data showing that nicotine e-cigarettes, non-nicotine e-cigarettes, and conventional cigarettes all have similar effects of depression of exhaled nitric oxide."

The non-broadcast and broadcast rules have been harmonised. Whilst ads for e-cigarettes have been able to appear on TV, previously actual depictions of e-cigarettes in those ads were prohibited. The changes mean that from next month e-cigarettes can be shown, including in use, in ads across UK media, on the condition that the ads comply with the strict new rules.

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