"Down the corridor in BAT [British American Tobacco] you have a division who are spending all their days trying to work out how to gut, thwart, and ruin any policy like plain packaging."

But the story also has some serious and possible damaging implications.

"while we have heard from some former smokers who say e-cigarettes helped them quit, there is not yet any conclusive scientific evidence that e-cigarettes can work as a cessation aid."

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