cigarette advertisements Smoke gets in your eyes: 20th century tobacco Marlboro Cigarette Ad Photograph by

Improves airflow, making each hit smoother and less harsh

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The most notorious effort is the one by Philip Morris, a company that with its Heets product seeks to take its business towards the consumption of tobacco with low risk for the consumer

While the FDA is going hell-for-leather on the first part its strategy, there has been no serious action on the second

However, as of 2024, where safer nicotine products are legally available, they generally enjoy more favourable taxation compared to cigarettes although not always proportionate to their relative harms