Some users like that the pouches are discreet: no telltale clouds of smoke like those that come with smoking, plus users don't need to spit as you do when chewing tobacco
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But again, it's not evenly distributed, with much higher smoking rates in minorities, LGBTQ, those with comorbid psychiatric disease, substance abuse, etc

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Authorization of reduced exposure claims granted to IQOS may have an influence on increasing its appeal for current or former tobacco users