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First, they'd ridicule the very idea of the ban and question why politicians weren't spending their time on more worthy causes

In the past two decades, the tobacco industry has become a mature, highly concentrated and heavily regulated and taxed industry, particularly in the United States

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[12] While they remain the most commonly used tobacco product among youth, rates of youth e-cigarette use have largely been on the decline since then

BAT said these factors combined with the broader move away from smoking meant it would adjust the way some of its US brands are treated on its balance sheet, shifting their value to a finite lifetime of 30 years