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Five years ago, I switched from traditional smoking to vaping, and it's been a game-changer

doi:10.1136/tc.2004.009191

The Nicotine Science Company Owning the Transition The first path is evolutionary: to remain within the nicotine ecosystem but reformulate it as a legitimate, controlled, and increasingly medicalised category

Moving into the breach between the former allies, Senator Moss sent off letters to the heads of the three television networks suggesting that they voluntarily release the tobacco companies from their existing advertising contracts, so that, in the public interest, all cigarette commercials could be withdrawn from the air by January 1, 1970

The disadvantage is strategic dislocation: it would require abandoning most of its existing brands and customer base, and building a new identity almost from scratch