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Our sector has a proud record on preventing underage purchases, and we will continue to provide the advice members need to comply with whatever age restriction policy parliament decides on. Adrian Simpson, retail product policy advisor at the British Retail Consortium, said: Retailers will comply with any requirements around the sale of tobacco, and take their obligations around these products very seriously.

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1 / 13 To get motivated, you need a powerful, personal reason to quit

For another person, they may relapse after days, weeks or months, and take several attempts to permanently quit

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

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