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The evidence suggests increasing pricing is the single most effective way to reduce demand, said Vaughan Rees, director of the Center for Global Tobacco Control at the Harvard T.H

In addition, it doesnt produce the same lingering odor or harmful second-hand smoke that traditional cigarettes do

In fact, it has been a terrible idea for so long that this image of the youngest version of John Madden cupping a smoke on the sidelines seems almost anachronistically cool, like a Civil War daguerreotype

Finally, the safe cigarette has been stymied by the very groups who are most concerned about the health effects of smoking: antitobacco groups and public health officials