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Truth Initiative researchers found that IQOS may appeal to youth and young adults because of marketing that depicts the product as sophisticated, high-tech and aspirational and sleek, exclusive items akin to iPhones. The marketing of the product is particularly concerning because of the current youth e-cigarette epidemic, driven by JUUL

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Organisations like the NHS, Cancer Research UK, ASH, and the British Lung Foundation all suggest even without long-term evidence that e-cigarettes can be a useful way to wean off nicotine slowly and offer less harm as a product that you inhale

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