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"The significance of this data release cannot be understated. Though vitamin E acetate in THC appears to be the most likely culprit, Callahan said it is important to remember the data is "correlative and not causative." Something else could cause the lung illnesses, and the vitamin E acetate may be "an innocent bystander," he said

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It transformed a feminine brand carrying the slogan Mild as May into a masculine one in a matter of months. While other brands touted the technology of the filter to ease concerns about the harmful effects of smoking, Burnett chose a different approach, creating ads completely void of health concerns, she said

In a session a week later, they provided feedback on key messages for the public