1. That there is a causal link between traditional smokeless tobacco use and oral cancer; and

The rules place an emphasis on the protection of young people and ads must avoid containing anything that promotes the use of a tobacco product or that shows the use of a tobacco product in a positive light. The rules were subject to full public consultation and will apply across media.

Perhaps the most useful contribution of this paper is that it readily demonstrates why the approach being used by Stan Glantz to assess the effectiveness of e-cigarettes for smoking cessation is inappropriate and leads to erroneous conclusions.

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