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The World Health Organization’s recent report on the global tobacco epidemic will do little but perpetuate smoking by making non-combustible alternatives to smoking like electronic cigarettes less accessible, more expensive and less consumer friendly, the New Nicotine Alliance (NNA) said in a statement Tuesday. Whilst the NNA, a leading educational charity concerned with improving public health through a greater understanding of risk-reduced nicotine products, supports an effective regulatory environment for nicotine delivery devices, it is our strong view that this new report from the WHO completely ignores credible third-party scientific evidence, including Cancer Research UK and Action on Smoking and Health (ASH), of the harm reduction potential afforded by such products.