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E-cigarette usage by adults has steadily declined over the past decade

These policies arent just about making cigarettes expensive

That is a saving of over 300 per month and over 3,600 each year simply by switching from traditional cigarettes to vaping

But relentlessly targeted marketing campaigns locked the preference in place, part of what Phillip Gardiner, a research scientist at the Tobacco Related Disease Research Program at the University of California calls the "African-Americanization of menthol cigarette use." "Menthol cigarettes have been marketed to some of the most vulnerable segments of the population," Gardiner says