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If all other EU countries did as Sweden did, 3.5 million lives could be saved in the coming decade in the EU alone. The Swedish model combines recommendations in the WHO Framework Convention for Tobacco Control, including reducing the supply and demand of tobacco, banning smoking in certain places, but it adds an important element: accepting smoke-free products as less harmful alternatives

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The choice facing the EU is clear: continue on the current path and miss the 2040 target by a century, or course-correct and use data-driven innovation to get there decades earlier

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