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And in 1954, they placed a full-page ad in hundreds of newspapers in which they argued that research linking their products and cancer was inconclusive

Furthermore, apart from sex and age, other personal factors that may affect the risk of mortality, such as drinking and physical activity, were not sufficiently evaluated, and target illnesses were limited to such specific ones as lung cancer and heart diseases, making it impossible to compare the risk across various illnesses

Researchers note that tobacco companies have dealt with regulatory issues in the past, but their history with combustible cigarettes has forced them to produce reliable, consistent consumer products with accurate ingredient and nicotine labels

The truth is that neither option is universally better