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The statement made clear the administrations interest is not simply related to stopping the vaping-related illness, but to combatting the rising popularity of vaping, which some critics believe is undermining efforts to reduce tobacco use

As depicted in the report, examples of graphic picture warnings include a diseased lung or mouth, a patient with lung cancer in a hospital bed and a child being exposed to second-hand smoke

Shares of Altria and British American Tobacco, Reynolds' parent, were both down nearly 2% in midday trading.

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The reaction may also point to a broader shift in branding