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Purpose

The paper aims to describe the public health potential and legal status of electronic cigarettes (e‐cigarettes) and Swedish snus. The author evaluates claims made for and against tobacco harm reduction.

Design/methodology/approach

The author presents the scientific evidence for tobacco harm reduction and evaluates competing claims.

Findings

The legal status of cigarettes, e‐cigarettes and snus in many jurisdictions is not commensurate with their respective risk profiles. The prohibition of the least hazardous forms of nicotine delivery is not based on any coherent regulatory pyramid and can only be explained by the hostility of some anti‐smoking campaigners towards tobacco harm reduction.

Originality/value

The paper uses the most recent data available at the time of publication in its analysis of a rapidly growing market and a volatile regulatory environment.

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