In 2014, the tobacco companies have changed their behavior and have ceased and desisted from arguing that even major differences between cigarette brands render them different in terms of overall public health risk. In fact, Philip Morris has explicitly the following: "As of today ... there is no cigarette on the market that public health organizations endorse as offering 'reduced risk.' If smokers are concerned about the risks of cigarette smoking, the best thing to do is quit."

For years, the anti-smoking groups and public health agencies have taken tobacco industry conflicts of interest seriously. Now it is time to have some integrity and fairness and to consider all corporate conflicts of interest, whether they involve Big Tobacco or Big Pharma.

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