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We know all of this because of data, and its a critical decision-making factor in this industry

So the comparison isnt hard to make

The UKs Cochrane review has highlighted that the introduction, and rising use, of HTP in Japan is correlated with the decline in smoking rates seen in the country, with the fall in cigarette sales corresponding with an increase in sales of HTP.[21] A 2024 study has also highlighted the harm reduction potential for HTP in Japan if 50% of Japans smoking population were to switch to HTP, the number of patients treated for smoking-related diseases could potentially decrease by 12 million people.[22] Our own research has shown that cigarette sales in Japan have reduced by over 50% since the introduction of HTP

For reference, thats more than AIDS, alcohol, car accidents, illegal drugs, murders and suicides combined . This means that cigarettes are still the leading cause of preventable deaths in the United States