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The lack of toxins and lower nicotine levels make e-cigarettes less of a threat to public health than regular cigarettes, said Erica Eason, an employee of 4-20, a store that sells them

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This can be attributed to the higher frequency of cigarette use due to it being perceived as cheaper

Brand choice creates some variability, from around 12 for the cheapest budget lines to 18 or more for premium products, but the underlying tax structure means no brand offers genuinely affordable access to cigarettes for regular smokers