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Simply, e-cigarettes are not a medicine and because vaping is much cheaper than smoking tobacco (20% the cost, once you have bought the device), the argument goes that the financial incentive is already there for patients to switch themselves, therefore the NHS should not pay for them

Sanders RH, Han A, Baker JS, et al

Every legal remedy available will be used to ensure buyer's performance of this contract

There is also a campaign video, which shows a young woman negotiating a Mission Impossible-style room in order to hand her cigarette lighter over to a group of friends, who are supporting her in a bid to give up smoking