[44] In 2021, the WHO reported the leading cause of tobacco-attributable deaths in the European Region was bronchus and lung cancer at 63.5%
That included price, the quality of the tobacco and other materials used, aspirational communication, selected availability, but also the brands ability to renovate and adapt itself under the dynamic and restrictive conditions that the tobacco industry is constantly facing, she added
Initial evidence suggests this may be a safer alternative to traditional cigarettes and may help to treat addictive behaviors
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