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The industry is trying to get them treated from a regulatory perspective and branding and messaging perspective as if theyre unequivocally safer and cause less harm than cigarettes, but they are much closer to a cigarette than e-cigarettes because of the heating process, said Tim McAfee, the former head of the Office for Smoking and Health at the Centers for Disease Control and Prevention

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It is therefore imperative that there be available the least harmful ways of consuming it

Over the course of the next 12 years Philip Morris worked on such a product, culminating in the 1976 product launch of the Merit brand