The theory of tobacco abstinence is currently being challenged by a new idea called (THR). THR splits tobacco into two parts: the harm caused by smoke and tar, and the harm caused by nicotine. Because nicotine addiction is the main problem when it comes to getting smokers to quit smoking, THR theory looks at the harm caused by nicotine itself compared to the harm caused by smoking. The good news is that nicotine is fairly safe in low doses, comparable to caffeine in effects and dangers. So in short, THR aims to give smokers who are unable to quit smoking an alternative source of nicotine to reduce tobacco harm.

There are two major aspects of the deeming regulations that deal a devastating blow to the public's health:

The study concludes that the tobacco companies circumvented the law and argues that these brands should be labeled by the FDA as "adulterated" and pulled from the market.

Under this provision, an electronic cigarette company cannot even inform consumers that the product does not produce smoke because such a claim would be considered a "reduced exposure" claim under the Tobacco Act.

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