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With storm clouds gathering for the tobacco sector, and the display ban coming fully into effect in April, the prospect of plain packaging as early as next year and even UK cities declaring themselves smoke-free - now should be the perfect time for electronic cigarettes to start making serious inroads. 

“With concerns over product quality and safety, people have become more cautious”

While the category is showing the kind of growth that would be the envy of most suppliers, it has slowed significantly and there are plenty of challenges facing e-cigarette makers and retailers.

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