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However, there's a worry here that isn't related to the health impacts of cigarettes

It does not mean less tobacco or different tobacco. It means that the tobacco is processed and used in a system where it is heated to a controlled temperature instead of being burned

This liquid usually contains nicotine but can contain other substances, such as flavourings, tetrahydrocannabinol (THC), or other drugs

Color, content, imagery, and lexicon are all aspects of a pack that can engage specific audiences and affect a consumers view of the product, such as misleading them into thinking certain tobacco products are safer 7,8