Let's be clear: there is no such thing as a "safe" cigarette.

Nevertheless tobacco companies are often asked: is there a way to produce cigarettes that are less dangerous? We are working to find out. In fact, developing potentially reduced risk products is one of our principal research concerns.

Our aim is to present smokers with a choice of products, including cigarettes that might reduce the health effects of smoking. To help us reach that goal, we want governments to develop standards that establish exactly what constitutes a potentially reduced risk product and how to convey that information to smokers.

We understand that some public health organizations feel that offering smokers cigarettes that are less harmful than conventional ones might encourage some people to start smoking or make smokers less likely to quit.

That's why we believe all smokers should understand that the only safe thing to do is not to smoke at all. It's also why we need governments and the public health community to establish effective methods of measuring and marketing potentially reduced risk products.

"Today there's no such thing as a safe cigarette. But we're doing what we can to develop new products that might be less harmful." Doug Dean, Senior Vice President, Research and Development

Such products could be defined in two ways: products that reduce the exposure to smoke constituents or products that reduce the risk of diseases caused by tobacco. Given a proper regulatory framework, consumers could be assured that they receive clear, factual, non-misleading information about these types of products.

But it is vital that the message about smoking and health remains consistent: as we said, there is no such thing as a "safe" cigarette. If you are concerned about the health effects of smoking, the best thing to do is to give up altogether.

For the most authoritative and thorough analysis of the important issues around the development, marketing and regulation of potentially reduced harm products, please see the US Institute of Medicine's report "Clearing the smoke: Assessing the science base for tobacco harm reduction"; you'll find a link on the right.

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