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Without enough evidence, we are a little sceptical [about e-cigarettes] but we do believe that there is a huge potential to bring down the death rates fast. Electronic cigarettes are growing in popularity around the world and, according to Yach, theyre a $1-billion revenue category in the United States

California saw a 271.9% increase in tobacco prevention spending per capita in the study period

But it is completely congruent with the de-normalisation campaign that the state has done. Dennis said messaging that smokers were ignorant and simply needed to be educated of its harms to be motivated to quit was not held up by her research