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Harm Reduction When reviewing the evidence on what is known about e-cigarette exposure and health effects compared with conventional tobacco cigarettes, the committee found: Conclusive evidence that completely substituting e-cigarettes for conventional cigarettes reduces user exposure to numerous toxic substances and carcinogens present in conventional cigarettes

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Smoking can likewise increase the risk of multiple cancers, particularly lung, throat, and mouth

The reason given here for toasting is throat protection. The ad claims, the exclusive TOASTING Process which includes the use of modern Ultra Violet Rays the process that expels certain harsh, biting irritants naturally present in every tobacco leaf. On the other hand Camel claimed, Camels are never parched or toasted. We would never dream of parching or toasting these choice sun-ripened tobaccosthat would only drive off or destroy the natural moisture that makes Camels fresh in natures own mild way. The ad closes with a challenge and an ominous warning, switch to Camels for just one day then leave them, if you can. A mainstay in the advertising of Lucky Strike was celebrity endorsements