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BMJ 2016;354:i4645 Hartmann-Boyce J, McRobbie H, Bullen C, Begh R, Stead LF, Hajek P

These highly diverse products provide premiumisation within mid- and lower-priced brands, and create opportunities for promotional pricing, price differentiation, and consumer targeting

Based on current knowledge stating that vaping is at least 95% less harmful than smoking remains a good way to communicate the large difference in relative risk so that more smokers are encouraged to make the switch from smoking to vaping. With heated tobacco products (HTP), the situation is slightly different because tobacco is involved and is heated (at different temperatures depending on the device) although never above 350C, and so below the combustion temperature of cigarettes

Now public perception has changed