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With shifting consumer behavior, ongoing debates on harm reduction, and the rise of alternative tobacco formats like heated tobacco and nicotine pouches, the RYO market is navigating both opportunities and challenges in a highly dynamic landscape

Regulatory Oversight Gaps : Products marketed as natural or therapeutic often fall outside existing tobacco-control laws, creating a public healthcare risk for consumers who perceive them as safe

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If PHE pursues a permissive approach to e-cigarettes and a harm reduction strategy, there will be a proportion of tobacco-nave new entrants who adopt nicotine use as a lifestyle choice