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The heating process is regulated by the holder and terminates automatically, for example in the IQOS device after 6 min or 14 puffs, to prevent pyrolysis

Spinning a new tobacco industry: How Big Tobacco is trying to sell a do-gooder image and what Americans think about it Despite dramatic declines in smoking, the tobacco industry continues to innovate to rebrand its public image and maintain its bottom line

Original Publication: Picture Post Ad - Vol 68 No 10 P

Celebs get a personal branding bump, and everyone else gets drawn into the idea of a $9,000-a-year habit that affects their future income and health somehow being worth it