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Go like maybe 5 more percent, 10 more percent. What are often referred to as sin taxes on products like tobacco and vapes are seen as easy targets for state officials and lawmakers looking to find revenue sources while alienating the fewest possible voters

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Xie W, et al

While obviously our primary target audience is smokers, putting this message on TV and other mediums provides a rich cross over, where youre also reaching ex-smokers who will see the ads and stay on track, as well as people who havent ever taken up smoking and will hopefully stay smoke free

If you dont smoke, please dont buy eliquids with nicotine in them