"If smoking cessation products can achieve a greater acceptance among smokers by offering craving relief, coupled with rapid absorption and mimicking many aspects of a cigarette ... they will enable a greater proportion of the smoking population to begin their journey towards quitting or substitution of cigarettes with medicinal nicotine products."

•Ads must not be directed at people under 18 through the selection of media or the context in which they appear

Dr. Ken Warner, a nationally recognized tobacco control expert, doesn't buy it. He was quoted as :

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