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Its chairman, Dr Mark Porter, said: There is some evidence [from Australia] that eliminating branding makes it easier for smokers to quit and makes it easier for non-smokers not to relapse and start smoking again and it discourages young people and children from taking up the habit

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The study, published in the June issue of Cancer Epidemiology, Biomarkers and Prevention, can help researchers trying to trace the harmful effects of smoking

doi:10.1177/0194599815585752

As we mentioned earlier, Public Health England regularly review the evidence on vaping and stand by their assessment that vaping is at least 95% less harmful than smoking

If you are a smoker who hasn't yet experienced the authentic feel and satisfaction that an e-cig can bring, you will be amazed at what you've been missing