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During their visits, they were told that IQOS was designed for people to switch from traditional cigarettes, that traditional smokers rather than e-cigarette users would be more likely to enjoy IQOS without the unknown risks of vaping, and that IQOS was a safer alternative to smoking a marketing claim that IQOS was not allowed to legally make (see: The Road Ahead, p.8)

Robert Califf

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Similarly, high school juniors in Pasadena Unified were five times more likely to have used an e-cigarette compared to a traditional cigarette, according to a survey conducted by the California Department of Education