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"The emerging scientific consensus is that e-cigarettes are vastly less likely to cause cancer, heart disease, and other serious ailments than combustible cigarettes. "The FDA's ban on truthful, non-misleading statements about the relative health risks of e-cigarettes and the substances contained in e-cigarette vapor will inevitably keep millions of smokers from hearing facts that could persuade them to switch to e‑cigarettes — a decision that could ultimately save their lives," NJOY's brief continued. NJOY CEO Douglas Teitelbaum said the company believed it was critical to file

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