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Nevertheless, some people think that e-cigarettes are less toxic than traditional cigarettes, but that does not mean them safer, and not addictive. Nicotine is a highly addictive drug. It may also make the brain become addicted to the substance. It especially impacts brain development of adolescents – a new and easy target for the tobacco industry. "In comparison to a traditional cigarette, which normally contains 8 to 20 milligrams of nicotine, an e-cigarette may contain 18 to 72 milligrams of nicotine" (Lerner). Although some e-cigarette companies claimed to be nicotine-free, many e-cigarettes were found to contain this addictive substance. Moreover, the researchers found that levels of nicotine contained in e-liquid often did not match the labels. Reducing the level of nicotine in e-cigarettes was not demonstrated to help people quit the habit. By switching from traditional tobaccos to e-cigarettes, smokers cannot decrease their exposure to nicotine. They still convey a great concentration for this addiction, so it is hard to quit smoking by using e-cigarettes.
Flavors in e-cigarettes also cause many health problems. The main component of an e-cigarette is the e-liquid. Besides nicotine, e-liquid also includes flavorings and other chemicals. Chocolate, vanilla, or almond flavorings in e-liquids are not only attractive to children and teens, but they are also harmful on their own. There are a lot of flavoring chemicals in e-cigarettes, and one of them is diacetyl. Diacetyl is commonly found naturally in butter, popcorn, and other foods. Although it is considered safe for food, it does not apply to inhaled substances. Also, diacetyl has been linked to obstructive lung disease when inhaled. Some e-cigarette companies researched and decided to avoid liquid flavorings that are classified toxic in e-cigarettes. These companies also have rejected diacetyl as flavorings in their e-cigarettes.