Maximizing public health in the context of product standards on combusted products

To accelerate the reduction in tobacco-caused mortality and morbidity, standards on combusted tobacco to make them non-addictive and/or non-appealing should be considered for implementation. This goal can be achieved by dramatically reducing the nicotine content in cigarettes, banning flavors or all additives, and/or banning filter ventilation or filters altogether. At the same time, smoking cessation products need to be made easily accessible and affordable. But for those who smoke and are not interested in using medicinal products or quitting nicotine use, appealing non-combusted tobacco or nicotine products must also be available.  This presentation will highlight what we need when a product standard for combusted products is implemented to facilitate intended consequences and minimize unintended consequences.