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The researchers also looked at the websites claims about e-cigarettes, noting whether they suggested that e-cigarettes were less harmful than conventional cigarettes, or cheaper than regular cigarettes, or a good way to quit smoking

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In 2000, the Federal Trade Commission filed a deceptive advertising campaign arguing that through their advertisements, Santa Fe represented that because Natural American Spirit cigarettes contain no additives, smoking them is less hazardous to a smoker's health than smoking otherwise comparable cigarettes that contain additives. This led to Santa Fe adding the following disclaimer on its packets, No additives in our tobacco does NOT mean a safer cigarette." A decade later, attorneys general from 33 states and the District of Columbia, reached an agreement requiring Santa Fe to add a disclaimer stating, "Organic tobacco does NOT mean a safer cigarette." The hope was that this warning would alert consumers that natural tobacco does not mean safer tobacco