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Routledge said he believes young people reaching for cigarettes is similar to their relationship with analog media such as film cameras, vinyl and cassettes

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But when the alternative is smoking, people should be encouraged to use nicotine "delivered in a cleaner form than in deadly cigarettes." "This is what tobacco harm reduction is it reduces the harm from tobacco while recognizing that some people will still use nicotine in other safer forms." The anti-smoking group ASH UK welcomed the report, saying it showed "that switching to vaping is a positive and sensible life choice" for smokers

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