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"They didn't say, 'How do we change marketing rules to give an advantage to low-risk products?' They didn't say, 'How do we change tax policy?'They didn't say, 'Let's run massive campaigns to inform people.' They just made one alternative available, and here we are seven years later." Japan's massive reduction in cigarette sales is less the result of intentional policy than it is a bottom-up response from tobacco consumers making their own decisions to try a safer alternative

When added up, a pack of 20 cigarettes per day would be estimated to take off nearly seven hours of life per pack

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Engagement with English as part of cigarette branding may trigger aspirational sentiments, with ones ability to comprehend and engage with the language conveying educational attainment and elevated social standing (Baumgardner 2006)