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Adult smokers are a highly stigmatized population, yet people rarely acknowledge that this is the case. The denial of this truth not only makes smokers vulnerable to receiving unequal treatment in society, but impedes their efforts to quit.

Consider a brief personal anecdote. Recently, a friend mentioned that she has a co-worker with health problems. This co-worker is also a smoker of more than 30 years. The co-worker credits switching to e-cigarettes with eliminating his chronic cough and improving his stamina.