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NASs marketing strategy has included the use of descriptors such as natural, organic and additive-free and nature-related imagery,1 which have been shown to mislead consumers to believe that NAS is less harmful than other cigarette brands.2 3 The NAS marketing strategy has been successful, as NAS is one of the only major cigarette brands that increased its market share in the USA over the past two decades, amidst overall population-level declines in cigarette smoking.46 The Tobacco Control Act of 2009 banned tobacco companies from making reduced harm claims, such as describing their products as light or mild, without submitting a modified risk tobacco product application and obtaining an order from the US Food and Drug Administration (FDA) to make such claims