As we all know, electronic cigarettes or e-cigs are one of, if not the fast-growing segments of the nicotine products market. This summer, lawmakers in North Carolina will be debating two E-cigarette related proposals in their state house, and although “technically” there are two debates, both of these debates have relatively the same outcome; to raise much-needed state tax revenue.

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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.

"In summary, the rules state:

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