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It is worth bearing in mind that IQOS devices are not risk-free, they contain nicotine which is addictive

Compared to the rest of Europe, Sweden is a rousing success story when it comes to improving people's lives through the policy approach of encouraging "harm reduction." From a revenue perspective, however, it doesn't really matter whether smokers switch to untaxed black markets, healthier low-tax alternatives or ultimately drop the habit altogether

Though the persuasiveness of these ads has not been confirmed by research, the industries targeted by subvertisements feel threatened

JAMA Psychiatry (2015) 72:117281

Self-assessment checklists, deposit and loss limits, session reminders, cool-off periods, and self-exclusion options should be easy to find and activate

Cigarette dimensions are governed by a combination of manufacturing efficiency, consumer psychology research developed over decades, and, increasingly, government regulation