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Imagine if cigarettes were no longer addictive and smoking itself became almost obsolete; only a tiny segment of Americans still lit up.The plan puts the FDA at the center of a long-standing debate over so-called "reduced-risk" products, such as e-cigarettes, and whether they should have a role in anti-smoking efforts, which have long focused exclusively on getting smokers to quit.The FDA plan is twofold: drastically cut nicotine levels in cigarettes so that they are essentially nonaddictive.The FDA is expected to soon begin what will likely be a yearslong process to control nicotine in cigarettes.As part of this, the FDA sees an important role for alternative products – but in a world where cigarettes contain such a small amount of nicotine that they become unappealing even to lifelong smokers.At a two-day meeting before the FDA, company scientists will try and convince government experts that iQOS is less-harmful than cigarettes.Because iQOS works with real tobacco, the company believes it will be more effective than e-cigarettes in getting smokers to switch.A study of 800 smokers by Donny and other researchers showed that when nicotine was limited to less than 1 milligram per gram of tobacco, users smoked fewer cigarettes.
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