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Electronic cigarette marketing tactics in mainland China
  1. Nan Jiang,
  2. Sai Yin Ho,
  3. Tai Hing Lam
  1. School of Public Health, The University of Hong Kong, Hong Kong, Hong Kong
  1. Correspondence to Professor Tai Hing Lam, School of Public Health, The University of Hong Kong, 5/F William MW Mong Block, 21 Sassoon Road, Pokfulam, Hong Kong; hrmrlth{at}

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China produces 41% and consumes >38% of the world's cigarettes.1 It is also a global production and export centre of the electronic cigarette (e-cigarette) industry. Around 95% of the world's e-cigarettes are manufactured in China, mainly in the southeastern metropolis of Shenzhen,2 but the market share of e-cigarettes is tiny within the country.2 According to the most recent data of the International Tobacco Control Survey, only 2% of adult current or former smokers in China had ever used e-cigarettes in 2009.3 However, e-cigarette use has become increasingly popular, particularly among young people.4 The large smoker population and the hardening tobacco control measures (many cities have enacted local smoke-free laws,5 and a nationwide smoke-free law has been drafted6) create a huge potential for the e-cigarette market in the country. …

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  • Contributors NJ conceptualised the study and wrote the first complete draft of this manuscript. THL contributed significantly to conceptualisation of the study and editing of the manuscript. All the authors contributed to and approved the final manuscript.

  • Competing interests None declared.

  • Provenance and peer review Not commissioned; externally peer reviewed.