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3 In the US Population Assessment of Tobacco and Health Study, smokers whose usual brand was Natural American Spirit were 22 times more likely to falsely believe that their cigarette brand is safer than were smokers of other brands

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9 As with adult population-based studies, data suggest that e-cigarette use is most appealing and prevalent among youth who are also experimenting with or are current users of tobacco cigarettes

In light of these facts, it is clear that tobacco use is a major public health problem that requires urgent action