This paper outlines rational, researched-based strategies for phasing out combustible cigarettes, including a “nudge” approach and logical regulatory actions. Central to this plan are scientifically informed policies regarding THRPs. Unfortunately, the media and public oﬀicials have distributed so much misinformation about these products that an increasing numbers of smokers think their health risks are equal to that of combustible cigarettes. This view is not only inaccurate but dangerous, and public oﬀicials have an ethical and professional obligation to correct these misperceptions.
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