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It's subtly cute

The New England Journal of Medicine, 368 , 351364

ABOUT THE AUTHOR Eric Zillier For 15 years Eric Zillier has worked as a sommelier or wine director at some of New York's finest restaurants including Veritas, Alto and Gotham Bar and Grill

Reynolds began specifically touting the cigarette as safer for smokers this past spring, after its researchers reported that the Eclipse produced around 80 percent less carcinogens and tar in its smoke than a traditional ultra-light brand of cigarette, the Merit Ultralight. The company began contending the cigarette was less likely to cause a risk of cancer, bronchitis or possibly emphysema, with ads saying: A cigarette that responds to concerns about certain smoking-related illnesses

Yet tobacconists, convenience stores and vape shops are still breaking the rules

These game changers can be discreetly placed between your top lip and gum for a slow release of flavoured nicotine