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In 2019, more than half of middle and high school students who current use e-cigarettes reported seriously thinking about quitting, and nearly as many (52.9%) reported trying to quit in the last year

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Robust profit margins stem from consistent demand, efficient automated production lines, and well-established distribution networks

With the tobacco industry's products, we allow them into the market and then have to prove they're dangerous, or very dangerous." * This article was updated on 2 May 2025 to make clear that the FDA issued additional authorisation for IQOS to be marketted in the US in 2020