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For the past five years, New Zealand smokers have been embracing the new generation of less harmful alternatives such as e-cigarettes. The number of adult smokers vaping in New Zealand is growing along with new devices, flavours and nicotine levels that suit the very individual habits of smokers. [...] The Government now accepts the scientific consensus that vaping is significantly less harmful than smoking, so getting more smokers to transition is a desirable public health goal. This mature policy objective has been praised by public health experts here and overseas.