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From becoming powerhouses in entertainment, to standing up for our unique identities, weve simply come too far to set ourselves back by using tobacco

I've never been a huge fan of Tobacco Vanille

The consumer will migrate from high-risk to low-risk products over time, at different rates for different age groups, and with a preference for buying the products they want lawfully

PMI has introduced IQOS in some markets where it is treated differently from cigarettes under existing regulatory frameworks, allowing it to advertise IQOS and engage in intensive one-to-one marketing to switch current smokers to IQOS which would not be permitted under those countries FCTC-aligned tobacco control legislation.9 60 The fact that IQOS could be programmed to maximise addictive potential (discussed above) is of particular concern