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Cigarette Company Philip Morris Tries to Sell Idea of ‘Safer’ Tobacco

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NBC News covers smoking alternatives.

When Philip Morris International took out an ad campaign in Britain claiming it wanted to “give up” smoking, American Lung Association CEO Harold Wimmer had a one-line zinger in return: “Stop selling cigarettes today.”

Now the tobacco company is asking the U.S. Food and Drug Administration to endorse what it claims is a "safer" tobacco product — heated tobacco.

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"By stepping out of the way, the FDA can fulfill its obligation to support tobacco and tobacco-alternative technological innovations, thereby allowing the market to do what decades of public health campaigns have failed to accomplish: provide smokers with satisfying alternatives to fully quit tobacco or practically eliminate tobacco-related harms," Michelle Minton of the Competitive Enterprise Institute said in her group's comments.

Read the full article at NBC News.