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James Edwardes Jones, analyst at RBC Capital Markets, welcomed the ambition given the US charge and a grim outlook for BAT

As the use of e-cigarettes, vapes, and other forms of electronic nicotine delivery systems (ENDS) increase, so does the risk of getting burned by an exploding battery that powers these devices

We want to reduce the public health impact of smoking, Proctor says, and we would expect that the marketplace would evolve from cigarettes to a range of other products that are a lot safer. He describes reservations by some in the public health community as understandable. But he adds: There are people in the public health community who are quite frustrated by the lack of innovation in the pharmaceutical products

Their robust regulatory affairs and quality control teams ensure that they meet stringent industry standards while pushing the envelope in product innovation

As such, in-patient therapy for cigarette addiction is not utilized

* This information should be considered by regulators in order to avoid unintentional adverse effects of over-restrictive regulation on e-cigarette flavors