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Following the Global Forum on Nicotine held on June 11th, 2020, Philip Morris International (PMI) organized an event on Tobacco Harm Reduction on June 23rd, 2020. Nowadays, more than one billion people smoke in the world and the World Health Organization (WHO) predicts that this number will not decrease until 2025. Recently, the United Kingdom governmental agency, Public Health England, published a report stating that e-cigarette use is around 95% safer than smoking traditional tobacco. For Prof. Reuven Zimlichman, the situation is complex and should be seen through human condition and behavior: "Unhealthy behaviors are inevitable. People make poor lifestyle choices despite suffering negative health effects. Heart disease patients continue to lead sedentary lives and eat unhealthy diet, diabetic patients continue to overeat and eat unhealthy food, and chronic obstructive pulmonary disease patients continue to smoke."