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According to the Canadian Tobacco and Nicotine Survey, about 12% of Canadians still smoke cigarettes

It is significant, then, that studies indicate E-Cigarettes can be almost twice as effective as NRT in helping smokers to quit (5)

When traditional advertising was banned from television, billboards, and sports sponsorships, tobacco companies shifted their creativity and budgets to the pack itself, transforming it into a seductive tool for branding, social aspiration, and denial of harm

Perhaps because smokers feel they can control the amount of tobacco they smoke in a roll-up by putting less in each roll-up there is also a feeling that they are minimising the health risks associated with smoking