E-Cigarettes have become increasingly popular since they entered the marker almost 10 years ago. Product innovation is the norm. Most importantly, there’s growing discussion about the role e-cigarettes may play in a tobacco harm reduction strategy. An uncertain regulatory future, however, could limit consumer choice, stifle product innovation and end a promising discussion on a means of protecting the public health – one of the primary pillars of the U.S. Food and Drug Administration’s (FDA) mandate in regulating tobacco.

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