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Well, if you take down the nicotine levels, people are going to smoke more

At SMOKO, our e-liquids are made in the UK, our vapes are on the lower-end of the power spectrum, and we use straightforward flavours in our freebase nicotine liquids

As Michael says: The packaging ban [now one year old] has also driven the business underground but in any case, soon after the ban the illegal factories were producing counterfeit cigarettes in plain packaging. Clearly, millions of people still want to smoke but dont want to pay 10-12 a pack, which traps the government in a curious double bind: it asks us not to smoke, but likes the tax take

Novelty can be appealing and might have enticed regular smokers to expand their pattern of consumption