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Dr Ram Moorthy, Deputy Chair of the BMAs Board of Science, commented: further research is needed to learn more about the long-term effects of e-cigarettes and uncover whether they are an effective and safe way of reducing tobacco harm. Will Hill, a spokesperson for British American Tobacco, said they were "committed to making this concept a reality for many years. Having been the first international tobacco company to launch an e-cigarette in the UK market, BAT already have an investment in the burgeoning practise

Knowing what worked or didnt work on local smoke-free campaigns was valuable

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The tobacco industry also used the concept of brand stretching, where a popular brand name is used to sell a wide range of products

to lobby Congress for eradication of smoking aloft