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"They didn't say, 'How do we change marketing rules to give an advantage to low-risk products?' They didn't say, 'How do we change tax policy?'They didn't say, 'Let's run massive campaigns to inform people.' They just made one alternative available, and here we are seven years later." Japan's massive reduction in cigarette sales is less the result of intentional policy than it is a bottom-up response from tobacco consumers making their own decisions to try a safer alternative

I'd love to direct some things, write some things even if they never see the light of day

The New York Observer

McLaren's statement said the BAT partnership would be "centred on accelerating BAT's transforming agenda, leveraging its portfolio of potentially reduced risk products, aiming to deliver the world's tobacco and nicotine consumers a better tomorrow"

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