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For example, e-cigarettes have been found to trigger the same inflammatory responses as cigarettes, along with potential damage to the heart, nervous system, and other areas of the body

These factors collectively contribute to the upward trajectory of IQOS in terms of brand value since its initial tracking in 2020. There is, however, still a substantial gap in terms of brand value between IQOS and Marlboro, which is valued at $32.5 billion in this years ranking

Health benefits of quitting smoking over time

The campaign is credited with preventing hundreds of thousands of teens from starting to smoke and is empowering this generation to end smoking for good