[79] Although several studies have found lower levels of carcinogens in e-cigarette aerosol compared to smoke emitted by traditional cigarettes, the mainstream and second-hand e-cigarette aerosol has been found to contain at least ten chemicals that are on California's Proposition 65 list of chemicals known to cause cancer, birth defects, or other reproductive harm, including acetaldehyde, benzene, cadmium, formaldehyde, isoprene, lead, nickel, nicotine, N -Nitrosonornicotine, and toluene
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However, given Altrias dominant position in the non-flavored cigarette market (Marlboro has an over 50% share in the cigarette market), as well as the relative price inelasticity of tobacco products, the company has been able to increase its revenue per unit, and consequently its sales, without influencing the demand significantly
doi:10.3390/children6020030