In many ways, the company positioned itself as the foe of big tobacco, saying in job postings that it was "disrupting one of the world's largest and oldest industries" and "driving innovation to eliminate cigarettes." Burns acknowledged that in announcing the deal, calling Altria a "seemingly counterintuitive" investor
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"They are marketed as harm reduction but, in reality, are hooking kids on nicotine earlier and risk undermining decades of progress." WHO Director General, Dr Tedros, accused the tobacco industry of "aggressively targeting" young people
People with chronic conditions are more likely than healthy people to suffer when exposed to secondhand smoke
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