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The campaign also ran in a full-page spread in Vice magazine in 2015, a publication that has marketed itself as the #1 youth media company. One print ad features a model with a long, high ponytail, styled like teen pop megastar Ariana Grande, Jackler notes

Only 18% consider vaping and e-cigarettes to be less harmful

Most likely, more than one specific product or substance is causing severe lung problems

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Furthermore, vaping typically produces less odour and fewer environmental pollutants than smoking, making it a more socially acceptable option for many especially as there is limited evidence of second hand vaping, compared with secondhand smoke that we know to be a health risk (4)