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The Electronic Cigarette Consumer Association UK (ECCA UK) is a non-profit association that exists to “protect consumers’ rights, to provide correct information about electronic cigarettes, and to represent consumers’ interests to the industry”.1 According to its website, ECCA UK represents approximately 300,000 e-cigarette users in the UK, and “has no affiliation with any vendor or trade association”.

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  1. ECCA UK website, accessed 27/02/2012