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cigarette brands may not necessarily set a direct precedent for other companies. Richard Haigh, global managing director, Brand Finance On the Way Up Even before its takeover of Swedish Match, PMI succeeded in building a valuable reduced-risk brand

Colombi D, et al

One of those is formaldehyde, which, at certain levels, can impact the lungs, and is also classified as a human carcinogen by the International Agency for Research on Cancer

By being open to lowering the prices of reduced-risk products and eliminating combustible product discounting, the tobacco industry could employ specific pricing strategiesinformed by economic principles and public health considerationsto incentivize consumers to transition to reduced-risk products

Tob Control 2004;13:29-3

The health consequences of smoking: 50 years of progress