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[Correspondence] Another perspective on the Foundation for a Smoke-Free World

Much has, and is, being said about the Foundation for a Smoke-Free World,1 an independent foundation funded by Philip Morris International, but one elemental point has been overlooked. A principal focus of the foundation, as stated on its website, is on treatment of addicted smokers to decrease mortality, including promoting the switch to reduced-risk products, such as e-cigarettes. Geoffrey Rose, in his masterful monograph The Strategy of Preventive Medicine, pointed to the so-called risk paradox, giving the example “whereby it was seen that many people exposed to a small risk may generate more disease than a few exposed to a conspicuous risk.