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PMI has said its aim is to see combustible tobacco products replaced by smoke-free technology such as its IQOS heated tobacco devices with a goal of making two thirds of its revenues from smoke-free devices by the end of this decade

But the longer and the more you smoke, the higher your chances of developing cancer

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Many of the ads within this theme present ultra lights as carefree, However, the FDA has determined that all categories of previously-deemed Light cigarettes are no safer than regular cigarettes

For heavier smokers or vapers, this combined with the low nicotine levels makes the e-cig pretty unsuitable