In a paper published in 2012 in the International Journal of Environmental Research and Public Health, the authors reported that 72 percent of 1,000 surveyed smokers admitted knowing that cigarettes are toxic, and 86 percent said they believe them to be litter
By providing evidence of its efficacy, this study stands to influence policy decisions, potentially saving millions of lives worldwide annually
Several recognise this and have tried to lead in transition (PMI currently has around 42% of its revenue from smoke-free products, aiming to reach 66% by 2030
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What was barely mentioned by the press, however, was that the National Cancer Institute also reported that the participants with the highest levels of beta carotene in their blood measured before the study began, went on to have fewer lung cancers. What this demonstrates is that beta-carotene-rich diets, rather than synthetic forms of beta carotene given as supplements may, in fact, have a cancer-protective effect
