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There is a significant risk that unless the marketing is very carefully circumscribed, they will become the next trend and the next fad. Even those who are open-minded about IQOS dont think itll solve Americas tobacco problem

This is the way the cigar experience came to a close

If someone who smokes a pack a day switches completely to IQOS, that should lower their exposures and lead to a better health outcome compared to cigarettes, according to Jodi Prochaska, a Stanford University professor specializing in addiction

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The introduction of nicotine salts offered a similar experience to combustible cigarettes while minimizing the negative perception or sensation associated with combustible tobacco products [28] and creating a more ideal experience for users [2]