In order to reduce the harm caused by tobacco, Altria group recently launched a $100 million publicity campaign, asking the US Food and Drug Administration (FDA) to help eliminate the misunderstanding of the US public about nicotine, that is, nicotine does not cause cancer.
Nearly three-quarters of American adults mistakenly believe nicotine causes cancer, Altria said, citing a government study. Eliminating the health risks of nicotine will be the key to reducing the agency's smoking rate as it will help persuade smokers to switch to non combustible nicotine alternatives, the company said.
Although cigarette smoke contains at least 60 carcinogens, nicotine is not the direct cause of many smoking diseases. Nicotine is even touted as a way to relieve tension and improve thinking ability. However, according to the National Institute on drug abuse, nicotine is an addictive component of tobacco products, and it has risks.
Paige Magness, senior vice president of regulatory affairs at Altria, said the FDA "should invest resources and expertise to correct deep-rooted public misconceptions about the health risks of nicotine." Altria is responsible for the sales of iqos and Juul in the United States. The group said the campaign will help the FDA get more smokers to use "low health risk" nonflammable products.