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An IQOS FDA approval would send a strong signal to consumers that these products are likely to be less harmful for them to use, said University of Waterloo public health researcher David Hammond, and in practice, that will serve as an endorsement. But even more than that, Michael Eriksen, dean of the school of public health at Georgia State University and a former director of the Centers for Disease Control and Preventions Office on Smoking and Health, called the decision historic. This could be the beginning of the end of smoking as we know it, Eriksen said

Decades anti-smoking campaigns of research and into the harms of cigarettes certainly played a part