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P., Choroomi, Y., Moheimani, R., Nguyen, K., Tran, E., Lakhani, K., Ruedisueli, I., Gornbein, J., & Middlekauff, H

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Robert Jackler, a Stanford doctor and tobacco marketing expert, calls them, "non-menthol wink, wink menthol," meaning that the confusing similarities between menthol and their new substitutes are intentional

For major tobacco companies, hybrid and heated tobacco lines represent an opportunity to retain adult smokers who might otherwise seek to quit or switch to unregulated alternatives, while also opening a pathway to premium pricing and brand differentiation in an otherwise commoditized category

This information may lead to additional regulations and could be helpful for informing the public about whats in e-cigarettes and the potential health risks of using them