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The lack of NRT efficacy, noted in pregnancy compared with non-pregnancy NRT efficacy, could possibly be explained by the increased metabolism of nicotine in pregnancy and the low adherence 1,29

There is evidence that the use of nicotine replacement therapy (NRT) may increase cessation rates, and, relative to continued smoking, the use of NRT is considered safer than continued smoking

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Some of the brand's marketing campaigns have faced criticism for targeting minority women and portraying smoking as an empowering act

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BB Light can be included in the best light cigarettes Canada category because it gives users a lighter-format option while still fitting into native cigarette brand comparisons