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But while cigarette giants are losing the battle on smoking in many advanced western nations, companies are now focusing on growth areas like e-cigarettes and growth markets like central and eastern Europe, south east Asia and the Middle East

BAT has invested heavily in research and development, focusing on creating innovative products that appeal to a wide audience

To an extent it may lead to a violation of consumers freedom of choice when governments role has been extended from creating awareness on the risk of tobacco use to tobacco tax

"It's a continuum

Depending on how frequently you use the device, it may be shorter or longer