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The rapid rise of smoke-free nicotine products, especially vaping, is the most disruptive influence on smoking in decades. These products are challenging not only smoked tobacco’s stranglehold on the nicotine market but also the public health response to tobacco harm reduction, including by WHO. In October, 2018, 72 experts with no connections to the tobacco industry wrote to the WHO Director-General to argue that WHO should embrace innovation and more actively include tobacco harm reduction in its strategy to tackle the burden of smoking-related disease. [...]