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E-cig brands are making big bets on advertising now as earlier this year the European Union passed new rules that mean from 2016 e-cigs will be classed as tobacco-related products." That means they will be subject to the same advertising restrictions as cigarettes and will have to carry health warnings (although it is currently unclear exactly how or if e-cigs are damaging to health.) In the US, attorneys from 29 states sent a letter to the Food and Drug Administration in August calling for tighter rules around advertising e-cigs and to regulate the products in the same light as tobacco

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While some data suggest e-cigarettes are safer since they contain fewer toxic chemicals, there are still significant health risks associated with e-cigarettes

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