Japan Tobacco International (JTI) issued its third-quarter results this week, and buried in the small print there is yet more confirmation of a big story about tobacco alternatives which sometimes gets overlooked: the role heated tobacco products (HTP) have played in eliminating smoking in Japan, not just nibbling away at the edges of smoking prevalence but severely reducing the presence of the combustible cigarette.

This is not just good news for those working toward smoking reduction in that one country. It’s also potentially very good news for the HTP industry – and potentially for other reduced-risk alternatives such as e-cigarettes – worldwide.

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