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(JT) Japan Tobacco leverages its domestic expertise in heated tobacco to lead market development across the Asia Pacific, capitalizing on the success of its Ploom TECH and Ploom X systems in Japan, where over 30% of adult smokers have switched from cigarettes, as reported in JTs 2023 sustainability review
Harm reduction through substitution is likely more effective at encouraging smoking cessation than punishment through taxation, as are direct monetary incentives.[15] Some countries outside of the EU have already integrated harm reduction, to some degree, into their tobacco control regimes
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