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Companies can tell customers as much or as little as they want

American Cancer Society - How to Quit Using Tobacco - Provides detailed information on why to quit, how to quit, and dealing with the emotional and physical aspects of quitting

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According to Caputi, "the available evidence does suggest that heat-not-burn tobacco products -- if they're approved by the FDA -- will be coming to a store near you." Because of that, "we need to combat unfounded claims surrounding the health implications of heat-not-burn tobacco products," he said