According to VaporHQ, a pack of cigarettes, which have an average cost of $5.51 nationwide, have anequivalent e-cig liquid cost of $1.40
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Thus, excise taxes on vapor products should be relatively low compared to those on combustible tobacco products as cigarettes and vapor products are economic substitutes, which means that increased prices on either may encourage consumers to switch to the other
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This broader approach is supported by the Tobacco Plan for England, World Health Organisation, National Institute of Health and Care Excellence (NICE) and the Regional Tobacco Control Group