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At the start of the 20th century, many brands started to rely on different materials and creative designs for cigarette packaging

The second World War virtually halted card production due to paper shortages and it was never to regain its former popularity, not least of all because of competition from other companies such as tea and chewing gum manufacturers who also started issuing cards with their products.

"There may be some rules with the FDA, but these companies are not necessarily following them." Marousek noted that in 2010, the Food and Drug Administration issued warning letters to five electronic cigarette distributors for unsubstantiated claims and poor manufacturing practices