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[40] It was followed by France in February 2025 [41] and the United Kingdom in June 2025

The brand has long been marketed toward adult smokers seeking a milder alternative to full-flavored cigarettes.

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Noting the worldwide prevalence of ASD and the critical period of babys development during pregnancy, researchers concluded that paternal smoking during the mothers pregnancy increases risk for having a child at high likelihood for ASD. The study went on to report that the risk can be reduced by as much as 11-15 percent, and encouraged education and intervention to reduce smoking during family planning and pregnancy