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These tactics are giving consumers a false sense of reassurance that simply does not exist. Participants in the Nottingham study were shown pairs of cigarette packs and asked to compare them on five measures: taste, tar delivery, health risk, attractiveness, and either ease of quitting (adults) or which they would choose if trying smoking (children)

that proportion had risen to 3.1% in 2019 and had more than trebled to 9.6% in 2021

Nicotine alternative users usually care about two things: (1) context-based use (social settings, travel, occasional cravings), and (2) avoiding overbuying

Talk about the harms of nicotine and let them know the benefits of not using any nicotine product