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Debate is raging globally around smoke-free alternatives, such as e-cigarettes, which are being presented by tobacco companies as safer options for smokers. On one hand, cigarette manufacturers offer these alternatives as less risky, scientifically cleared substitutes with potential to cut well-documented health effects of consuming tobacco and nicotine. On the other hand, anti-tobacco activists favour a campaign that advocates for total cessation. According to the World Health Organization (WHO), the safest approach is to use neither conventional nor e-cigarettes.