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Although IQOS use is currently low and its marketing strategy rather limited, now is the time to put appropriate guardrails in place to prevent its use by non-tobacco users, youth and young adults, and others at risk of persuasive advertising campaigns promoting IQOS as a reduced harm tobacco product

How soon you reach for a cigarette in the morning is a good indication of the severity of your nicotine addiction

Nonetheless, given the rapid evolution of e-cigarette technology, marketing strategies targeted at younger demographics, and the limited knowledge regarding long-term health outcomes, continued research is warranted

Lead researcher Allan Hackshaw along with his team from the University College London analysed the results of 141 studies to estimate the relative risks for smoking one, five, or 20 cigarettes per day