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Nineteen million Americans smoke menthols, according to the authors.[12] The authors examined the demand for this product by conducting an online survey of adult menthol smokers.[13] Participants were asked what alternatives they would choose if menthols were made illegal, such as non-menthol cigarettes, electronic cigarettes and quitting

Lansley, who said there was "no harmless level of smoking", added that the ban on displaying cigarettes was part of a move to ensure "we no longer see smoking as a part of life".