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Electronic cigarettes should be seen as a normal consumer product and not be regulated under the Tobacco Products Directive, according to Giovanni Carucci, vice president EU affairs at British American Tobacco (BAT).

Carucci said the next European Commission should consider the differences between e-cigarettes and traditional cigarettes and act accordingly when it revisits the two most important acts related to the tobacco industry: The directives on tobacco products and on the tobacco excise duty.