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Harm reductionists and researchers have condemned such measures for discouraging people from switching to safer options

Martin Inkster, Philip Morris' UK and Ireland Managing Director, told Business Insider that the UK launch was part of the company's overall aim to "replace cigarettes with non-combustible alternatives." The company claims that its new product the Iqos produces 90-95% less harmful chemicals than traditional cigarettes, but these claims have not been verified externally

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Tobacco use and health Though tobacco use has reduced significantly over the years, owing largely to public health campaigns and regulations on public smoking, it still causes thousands of deaths per year