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But the companys most successful and long-lasting marketing strategy played up the supposedly therapeutic, healthier aspects of smoking menthols, suggesting that they were somehow less irritating than standard cigarettes

JUUL has actively tried to get around FDA marketing restrictions that prevent companies from making unauthorized quitting claims by carefully omitting the word quit in its ads and instead inviting smokers to make the switch to JUUL

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Understanding the science behind menthol's appeal can help smokers make informed decisions about their health and reduce the prevalence of tobacco use

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