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For all cigarette users out there looking to reduce their cigarette consumption, it is helpful to know that Public Health England's latest evidence review found that vaping is at least 95% less harmful than smoking, but a recent survey from Action on Smoking and Health (ASH) found that 40% of UK smokers wrongly believe that vaping is as harmful or worse than smoking

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Do one complete, 360-degree turn

And that means BIG TOBACCO BUSINESS for somebody

Acknowledging the reality that the market for traditional cigarettes is shrinking and taking action should be seen both as a bold and an important step in addressing an existential problem for the company