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"I come home from bars smelling like smoke," says Feliz Lopez, a non-smoking 20-year-old college student visiting from New York

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L&M also sponsored the radio version of "Gunsmoke"

Learn more about youth e-cigarette use here: 2016 Surgeon Generals Report: E-Cigarette Use Among Youth and Young Adults CDCs Quick Facts on the Risks of E-cigarettes for Kids, Teens, and Young Adults Public Health Law Centers Public Health Concerns About Youth & Young Adult Use of Juul Juul & The Guinea Pig Generation Juul & The Guinea Pig Generation: Revisited Archived webinar: Whats the Hype

This initiative follows a New Zealand study modeling the notable benefits of reducing the nicotine content of cigarettes