Roadmap towards reducing smoking in the Middle East

To effectively reduce harm, society, media, and policymakers must recognize nicotine alternatives as viable. THR provides a public health opportunity today, representing a pathway for hundreds of millions of adult smokers around the world, who would not otherwise quit, to transition from combustible tobacco products to smokeless alternative nicotine products. We’ve seen examples in Sweden and New Zealand witnessing striking success in reducing their smoking rates through endorsement of THR, where such strategies were driven by government-backed campaigns to make these smokeless alternatives available.