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As the industry evolves and becomes stealthier in its marketing practices, Cancer Council Victoria will continue to support further tobacco control action. Smoking is the leading cause of preventable death and disease in Australia, with two in three long-term Australian smokers dying prematurely

Reynolds and British American Tobacco also agreed to share technology related to the development and commercialization of next-generation tobacco products, including cigarettes that heat tobacco rather than burning it, and other nicotine-delivery products

Some countries in subSaharan Africa, such as Nigeria and Zimbabwe, still have very low published average prices, often near or below 1.50 dollars per pack, but these figures may not fully capture illicit trade and informal markets

"Even if interest in these products is just one-tenth as much in the U.S., it suggests many millions will seek out these products," Ayers added