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The pooled analysis found that post-menthol ban quit rates were significantly higher among menthol smokers (22.3%) compared to non-menthol smokers (15.0%)

The responses to the ads might have also been influenced by confusion between different products, such as mistaking IQOS with cigarettes or e-cigarettes, owing to a close similarity between heat sticks and cigarettes and the design of devices (24)

Proctor, Stanford University Pushing Cool unpacks the tobacco industrys brilliant, deceptive, and diabolically successful strategy to hook African Americans on menthol cigarettes

IQOS may appeal to youth

It Has No Logo & No Band

CONCLUSION The ever-growing tobacco product landscape complicates tobacco control, especially as stakeholders, including regulatory authorities, independent scientists, and the tobacco industry, tend to compare the toxicity and health effects of new tobacco products to cigarettes, focusing on the relative rather than the absolute risk of these new products