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<p>Public Health England (PHE) is directed under the Tobacco Control Plan for England
to include within quit smoking campaigns messages about the relative safety of e-cigarettes
and to continue to provide smokers and the public with clear, evidence based and accurate
information on the relative harm of nicotine, e-cigarettes, other nicotine delivery
systems and smoked tobacco, to enable informed decision-making.</p><p>PHE has worked
with the Independent British Vape Trade Association and its members to reassure smokers
about the relative safety of e-cigarettes and to encourage smokers to switch. This
has broadened PHE’s reach to the audience of smokers.</p><p> </p><p> </p>
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