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The same report recommended that PMI marketing teams refer to anti-smoking religious figures as "fundamentalists"

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In particular, they said the phrases vape juice, e-juice and e-liquid should be avoided in favor of the term nicotine liquid, which emphasizes the addictive potential of these products. They also discussed how Philip Morris International often promotes its e-cigarette products as heat-not-burn or HeatSticks, which the authors said would be more accurately called tobacco sticks. Heated tobacco products are often marketed as smoke free, although their aerosols contain chemicals indicative of pyrolysis and thermogenic degradation, they wrote

C.NovotnyT