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In February, the European Commission (EC) presented its Beating Cancer Plan (BCP), which named tobacco as the top avoidable risk factor. [...] The plan was met with criticism by consumer organizations and trade associations. “The Beating Cancer Plan doesn’t just fail to make a distinction between the relative risks of combustible and noncombustible products, it also fails to recognize that low-risk alternatives like e-cigarettes and smokeless tobacco products are substitutes for the extremely hazardous combustible products,” says Damian Sweeney, a partner in the European Tobacco Harm Reduction Advocates (ETHRA).