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Nicotine containing products also differ in their appeal and therefore their ability to displace smoking (z-axis, Figure 2), which contributes to the likelihood that the product will be adopted and its use sustained at a scale large enough to affect the population-level outcomes (21)

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'Roll your own tobacco used to be a smoking trend restricted to the sort of men who wore flat caps and kept whippets, but we now know it is gaining popularity among the younger generations.' The trend is one that concerns Robert West, professor of health psychology and director of tobacco studies at the Cancer Research UK Health Behaviour Unit