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Just like the topic of sex education was changed forever when people started talking about preventing diseases and unwanted births by using condoms and birth control, the topic of smoking is also changing with new discussionsabout tobacco harm reduction instead ofjust talking about tobacco abstinence.

2. There is no reason to believe this argument is true in the first place. The percentage of smokers who quit on their own is dismally low. Moreover, the very reason why smokers are trying electronic cigarettes is because they have failed to quit smoking with existing therapies. It is ludicrous to expect that someone who has no confidence in quitting using a traditional methods is suddenly going to quit. In fact, the evidence overwhelmingly shows that without self-efficacy, most smokers are bound to fail. So we are talking about a population of smokers who are not going to quit smoking anyway. Electronic cigarettes are their last best hope. Sure, e-cigarettes are not for everyone and many will fail. But it is simply not true that those who fail are people who would have quit smoking if only they hadn't tried electronic cigarettes.

The problem is that Lorillard did not create this ad, had no part in its development, and is not running the ad now. In fact, Lorillard has absolutely nothing to do with the ad.

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