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Miller Professor of Communication at the Annenberg School, says that these phrases and words can activate beliefs about the brand that are not specifically discussed in the ads themselves, ultimately misleading consumers. While other studies have been conducted about the marketing of NAS cigarettes, this study is one of the first with a rigorous experimental design, allowing for evidence that shows a causal connection between NAS advertising and consumer beliefs

For instance, Sainsbury's, the second prominent chain of supermarkets in the United Kingdom offers disposable vape - Aqua Vape Smok Disposable Mbar Pro in the flavor of Mango Ice

When proactively initiating contact with a smoker, telephone counselling increased the chances of smoking cessation by 24% compared with people who received no calls

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