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NJOY Welcomes Results of University College London Study of Electronic Cigarettes

NJOY, a leading independent electronic cigarette company whose corporate mission is to obsolete the combustion tobacco cigarette, welcomes the release of the results of University College London’s landmark five-year cross-sectional survey of nearly 6,000 smokers in England. According to the study’s results, which were published in the journal Addiction, respondents attempting to quit smoking without professional help had an odds of success approximately 60% higher if they used e-cigarettes than if they used willpower alone or over-the-counter nicotine replacement therapies such as patches or gum.

In a press release announcing the study’s findings, the authors also note that, in England, smoking rates are declining, quitting rates are increasing, and regular e-cigarette use among never smokers is negligible. The same release also notes that, while the authors track the issue “very closely,” they have seen no evidence that electronic cigarettes could “re-normalize smoking.” NJOY views these announcements as providing cause for continued optimism that e-cigarettes can play an important and constructive role in addressing the combustion tobacco cigarette epidemic by providing current adult smokers with a viable alternative to continued usage of combustion cigarettes. NJOY commends Cancer Research UK for its primary funding of the study.

NJOY believes that these data and announcements shed important light on the potential population-level effects of e-cigarette usage – and is encouraged by the authors’ acknowledgements regarding the apparent impact (or lack thereof) of e-cigarette usage on the efficacy of traditional tobacco control measures, re-normalization of combustion smoking, or initiation by never smokers. The study’s authors have set a new standard for inquiry into the population-level effects of e-cigarettes and, in doing so, have provided cause for increased optimism that e-cigarettes can hasten the obsolescence of combustion cigarettes. “While additional study of these issues is clearly needed, these announcements further validate NJOY’s corporate mission of obsoleting cigarettes through the development of innovative technology that does not combust tobacco,” comments Bo Ekberg Senior Vice President International, NJOY Electronic Cigarettes.

About NJOY:

NJOY is known as the industry's "Gold Standard" due to its best-in-class products, patented technology, superior branding, experienced management team and responsible business practices. NJOY is the first independent electronic cigarette company to support the nationally recognized We Card Program and join its Manufacturers Advisory Council as part of its efforts to prevent underage use of its products. NJOY is currently in over 90,000 stores in the U.S. and more than 40,000 across the UK, Ireland, France, Spain, Italy, Portugal and the Netherlands. NJOY offers disposable and rechargeable electronic cigarette products for adult smokers. These products provide nicotine with rich tobacco or menthol flavor, without tobacco smoke or odor. NJOY is headquartered in Scottsdale, Arizona and has offices in New York and London. To learn more about NJOY products visit

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