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According to the Food and Drug Administration, the change is an attempt to limit the alarming rise in the use of e-cigarettes by teens who overwhelmingly prefer flavors while balancing the potential benefits to adults who already smoke. E-cigarettes were originally designed with the purpose of helping existing smokers break their habit with combustible cigarettes, which are regarded as more harmful than the e- cigarettes

However, the Advertising Standards Authority received complaints that the ad was offensive because it implied that an interracial relationship was socially unacceptable, as was a relationship between an elderly woman and young man

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The study also found that pregnant rural women are far more likely to smoke than their urban counterparts