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  • More and more people are 'vaping' - but is it simply a new addiction?
  • More and more people are 'vaping' - but is it simply a new addiction?
    Vaping Vamps (2014) ©
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Looking for a healthier high

People see ‘light’ alternatives as healthier – based on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?

Location North America / Northern Europe

Scope
Imagine Coke without the sugar rush, drinking low-alcohol beer on a night out, or eating a salad wrap at a McDonald’s without even a small side of fries. These ‘light’ ways of enjoying our vices are seen as the ‘lesser of two evils’ – but do they remove the enjoyment of treating yourself along with the sugar, fat and tar?

And while we might have convinced ourselves that we’re ‘being good’ when we drink a light beer, these options may not even be any healthier. From e-cigarettes to Subway sandwiches, people believe ‘light’ alternatives are better for them ...

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