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The court rejected the argument that creative packaging was an intellectual property right, instead choosing to uphold the government tobacco regulations as "moral," Reuters reported

Based upon our rigorous scientific review, in this instance, the strength of evidence of benefits to adult smokers from completely switching to a less harmful product was sufficient to outweigh the risks to youth, said Matthew Farrelly of FDAs Center for Tobacco Products.

Although warning letters may slow market growth, companies are flagrantly violating the regulatory process, launching new products without FDA authorization, and flooding the e-cigarette market with beginner friendly devices that contain highly addictive levels of nicotine

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Whats even more concerning is that nearly half of the young people who have tried e-cigarettes continue to use them, with many vaping on a daily basis