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When you take that away, for those who are relying on that essentially as a crutch, it makes it a lot easier for them to quit," Chaiton said

As of March, Juul made up more than half of all e-cigarette retail market sales in the US, according to Nielsen data

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In essence, where the black market starts is in Kentucky, Tennessee, North Carolina, and Virginia

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The company is investing in research and product innovation to compete effectively in the e-cigarette market and cater to a health-conscious audience