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Similar evidence that the Surgeon General's warnings do not attract attention was found with a sample of adult smokers in 2011 who were instructed to look at a tobacco advertisement with a warning for 30 seconds, and of that time participants spent an average of only 2.8 seconds looking at the Surgeon General's warning specifically (Ref

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AllenJGFlaniganSSLeBlancMVallarinoJMacNaughtonPStewartJHet alFlavoring chemicals in E-cigarettes: diacetyl, 2,3-pentanedione, and acetoin in a sample of 51 products, including fruit-, candy-, and cocktail-flavored E-cigarettes

"From the faculty's point of view, that is the single possible value they might have." Prof Robert West, from University College London, whose recent study showed e-cigarettes were more effective than nicotine replacement therapy at helping people stop smoking, was a signatory to the earlier letter asking the WHO not to clamp down