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Understanding nicotine equivalence for a smarter switch The Quick Answer: Puff-to-Cigarette Math How many puffs of a vape is a cigarette

Robert Proctor, "The History of the Discovery of the CigaretteLung Cancer Link: Evidentiary Traditions, Corporate Denial, Global Toll", Tobacco Control (2012)

The concept echoes: I love clean white, but I prefer being black. Less is more Large black areas leave room for imagination, giving interpretation back to the user and avoiding didacticism resonating with the young generations rejection of passive acceptance

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doi:10.1016/0165-1218(91)90123-4