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IQOS and other devices like it are the latest iteration of a concept which the tobacco industry has been intermittently toying with for the past four decades

And now we're having a serious case of dj vu with tobacco industry marketing and advertising of electronic cigarettes running amok in an unregulated market, making claims that these products are safer. Over 17 years weve achieved truly dramatic reductions in teen smoking that are even more impressive when compared against a tobacco industry that spends nearly $10 billion marketing in the United States each year, said Robin Koval, CEO and President of Truth Initiative

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This region is a core part of Americas tobacco-growing industry