SMOKING is a scourge. It is the leading preventable cause of cancer and kills over 7m people annually, mostly in low- and middle-income countries. In America, where it is linked to one death in five, it is estimated to cost more than $300bn a year in medical bills and lost productivity.
The right approach is to nudge them towards products that cause the least damage. America’s Food and Drug Administration is aiming for a sensible combination of stick and carrot. It is trying to make conventional cigarettes less addictive by forcing tobacco companies to cut nicotine levels.
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