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"I understand (lawmakers) want to try to get people to quit and have a healthier life, but it should be the person's opinion, not theirs," he said

Journal of Consulting and Clinical Psychology , 51 , 390395

Although IQOS use is currently low and its marketing strategy rather limited, now is the time to put appropriate guardrails in place to prevent its use by non-tobacco users, youth and young adults, and others at risk of persuasive advertising campaigns promoting IQOS as a reduced harm tobacco product

In the US, 15.3 was the average age when adult smokers reported smoking initiation, according to a 2014 surgeon generals report

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