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The below examples illustrate the current challenges in the application of NAMs for the risk assessment of TNCPs

Easy-to-carry pack for discreet, light smoking

Another study published in Tobacco Control underscores these concerns: Just as e-cigarettes, particularly the J UUL-style, promoted with a modern, high-tech image and harm reduction and smokeless messages, appeal to adolescents, it is likely that IQOS, marketed in a similar manner, will also appeal to adolescents. To prevent youth access to IQOS and exposure to its advertising and promotion, the FDA is placing restrictions on how the products are marketed especially through websites and social media and requiring that advertising is targeted to adults

The government also supports smoking cessation programs and public education campaigns to promote tobacco control and improve public health