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However, the relative absence of restrictions to date in the US has led e-cigarette marketing to permeate most media outlets through the likes of celebrity endorsements, images associated with youth culture, and statements encouraging consumers to reclaim lost freedoms "Impact of advertisements promoting candy-like flavoured e-cigarettes on appeal of tobacco smoking among children: an experimental study"

The company also secured a seat on the government committee charged with implementing the WHO treaty, and its executives have joined the Chinese delegation at every follow-up meeting about the pact, including, most recently, in 2021

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Clinical Chemistry, 49 (7), 10371038

Direct comparison is inexact because: puff duration varies (2-second vape puff vs 1-second cigarette drag), nicotine absorption differs (lungs vs vapor), device power affects delivery, individual technique varies, and cigarettes deliver additional chemicals enhancing absorption