On reviewing previously secret internal industry documents available at the time, Wakefield et al demonstrated that tobacco companies use pack design to communicate brand imagery and influence consumers perceptions of taste, strength and harm as an important element in their overall marketing strategies
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A further limitation of the existing literature is that most population-based studies have classified cigarette smoking and e-cigarette use crudely, often treating e-cigarette use as a binary variable without distinguishing between exclusive e-cigarette users, dual users, and former smokers who no longer use any nicotine product
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Instead of acting quickly them, suspicions were raised about the quality of the data