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An Ethical Dilemma While recognizing that the public health goals of tobacco prevention and cessation remain paramount, an ethical question arises as to whether these ads should continue to be hard-hitting or whether public health communication messages should be reframed to try to reduce stigma and blame that could be experienced by the 16 million Americans living with smoking-related diseases [30]

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Mustali Dohadwala, medical director and practitioner at cardiology-focused private practice Heartsafe, says he wouldn't consider it a lesser of the two evils

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This has been part of a drive to focus on non-cigarette tobacco products