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Crisp menthol layered over the same Canadian tobacco base

Whatever the reason, smoking becomes a habit thats difficult to break

Truth Initiative researchers found that IQOS may appeal to youth and young adults because of marketing that depicts the product as sophisticated, high-tech and aspirational and sleek, exclusive items akin to iPhones. The marketing of the product is particularly concerning because of the current youth e-cigarette epidemic, driven by JUUL

Products like these are usually illegal in the UK, but Dr Cader says Sir Patrick's story shows more research is needed into how to turn them into legal, regulated, treatments