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These ads are a way to subtly promote tobacco products under the guise of advertising less harmful alternatives, leveraging celebrity influence and sports platforms to indirectly market tobacco-related products

Specifically, pricing reduced-risk products in a manner that makes them the more attractive alternative requires a strategic joint effort that considers economic factors, complex consumer behaviors, and public health goals

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With its discreet and convenient design, this form of nicotine is effortless to enjoy and can be taken virtually anywhere

But what is most disturbing is the generalizability of its lessons: this is not the story of an exception but of a rule