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Frost & Sullivan's latest thought leadership white paper, Tobacco Harm Reduction and Novel Nicotine and Tobacco Products: Evidence from the Japanese Market, written in collaboration with Philip Morris International, covers the impact of the commercial launch of NNTPs on tobacco use in Japan and discusses the regulatory approach that the Japanese government is taking with regard to these products. It focuses on the Japanese market because HTPs have been commercially available in the country since 2013, and Japan is the largest market for HTPs, despite the absence of a formal THR policy to encourage this.