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As e-cigarettes are currently enjoying high intangible value partly due to a lack of marketing regulation, any future regulations may influence the competitive landscape and strategies of tobacco companies, potentially affecting the brand value of RRPs, says Haigh

Over the last two decades, there has been a significant reduction in the percentage of people smoking every day across the world, but the WHO says a lot more needs to be done to deter people from smoking cigarettes

doi:10.1093/ntr/ntab137

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