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Codebook development and coding procedure To address the primary research question, the lead author (AT) developed an initial codebook for human coding based on prior social media research 27-31 and a review of 100 random posts (2% of the dataset) from the DIY_eJuice subreddit

For example, the disclaimer for the cigarettes advertised as organic tobacco was Organic tobacco does not mean a safer cigarette. The ad, depicting an open pack of cigarettes on a wooden table, was a recent Natural American Spirit magazine display ad, modified only to change the claims and disclaimers (Figure 1)

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Policy initiatives in Europe addressing tobacco use have been historically limited

Risk of Heart Disease: Nicotine in vapes can increase heart rate and blood pressure, raising the risk of heart disease over time