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A 2% nicotine strength is commonly understood as 20 mg/ml

This could be an artifact of the questionnaire containing this response option but could also refer to respondents interpreting other elements of the ad (such as pictures, descriptive text, or the HW) as claims. For example, all ads contained a statement, The IQOS system heats tobacco but does not burn it, which could have been interpreted by respondents as a claim

You don't need to buy an expensive vape kit for your first one

Have you ever wondered what actors are actually smoking in films and on telly

Forcing a stuck machine can make the jam worse or damage internal parts