Brand Spur Issue 7 | Page 25

Investigating e-cigarettes

A look into the booming e-cigarette industry and the potential misinformation behind its growing success .
The e-cigarette industry , also knowing as vaping , is enjoying great success across the United States with over 10 percent of all American adults - ie , an estimated 20 million people - currently vaping . Profits are also through the roof , with revenue from the vaping industry doubling in value from $ 1.75bn in 2013 to $ 3.5bn in only a two-year space of time . Most e-cigarette users are either former or current smokers , with many taking a gamble on vaping being less detrimental to their health than traditional tobacco , simply because less is currently known about the new device . But with research into e-cigarettes already struggling to keep up with new developments and changing statistics , how do consumers know which products to trust ?
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