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Hastings and MacFadyen [23] who examined the limitations of fear messages suggested that those, such as youngsters, who are able to recognize that the anti-smoking ad is trying to scare and to convince by that not to smoke finding it personally irrelevant and are trying to ignore and avoid the messages

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Nicotine, while an addictive substance, is actually not particularly harmful to the body on its own, and with the amount of nicotine released in second-hand e-liquid vapour being very low compared with cigarettes, it is much safer to vape around others than to smoke

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Regardless of the level of truth in that statement, how blu eCigs progresses is of great interest to the industry, since few e-cig companies boast the financial might of big tobacco