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You don't need to escape AmpScript in variables unless you explicitly ask the platform to render it by wrapping it in TreatAsContent. Example: %%[ SET @Firstname = "%%=add(2,2)=%%" ]%% We can reference it using: %%=v(@Firstname)=%% Outputting: %%=add(2,2)=%% Or We can reference it: %%=TreatAsContent(@Firstname)=%% Outputting: 4 For HTML, you can use ...

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