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The not-for-profit activist group Campaign for Tobacco-Free Kids analysed the marketing tactics of big tobacco, e-cigarette and vaping companies in 28 countries, including the UK

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Specifically, three companies have received warning letters from the FDA regarding false advertisements that claim their tobacco products were additive-free and natural. The FDAs job is to ensure tobacco products are not marketed in a way that leads consumers to believe cigarettes with descriptors like 'additive-free' and 'natural' pose fewer health risks than other cigarettes, unless the claims have been scientifically supported, Mitch Zeller, J.D., director of the FDAs Center for Tobacco Products, said in a press release