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"The UK is seeing a dramatic reduction in smoking at the moment and this tallies with recent findings that only 19% of 11- to 15-year-olds have ever tried a cigarette, so the good news is that we are on the right track." Smoking rates 'all-time low' In 2016, 15.5% of adults from the UK smoked - about 7.6 million people - according to the Office for National Statistics, down from 19.9% in 2010

7,29,30 The assumption that e-cigarettes will be as effective as or more effective than pharmaceutical NRTs has also motivated support for e-cigarettes among some public health researchers and policy makers 78 and (as discussed later) formed the basis for some public policies on the regulation of e-cigarettes

The first leg up, of course, is the price point

Other leading companies include Godfrey Phillips India, VST Industries, and Dalmia Industries