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Limited preliminary studies suggest reduced toxicant exposure compared to combustible tobacco, but the long-term health effects are still unknown

It has been declared the number one cause of preventable disease and death, and continues to be a major public health problem

The European Tobacco Products Directive says: 'Electronic cigarettes can develop into a gateway to nicotine addiction and ultimately traditional tobacco consumption, as they mimic and normalise the action of smoking

Sweet and innocent, yet dangerous and seductive

The Thrifty Food Plan also underwent three prior reevaluations in 1983, 1999, and 2006 to update changes in dietary guidelines and consumption patterns, but importantly, these reevaluations remained cost neutral with only adjustments for inflation

Competing interests The authors declare they have no competing interests