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Think again

While this may reduce the risk of certain respiratory problems associated with cigarette smoking, it does not eliminate the dangers altogether

The device enables us for the first time to compare responses of human small airway tissues, from both normal individuals and COPD patients, before and after they are exposed to cigarette smoke delivered through physiological breathing outside the human body, explains Donald Ingber, the founding director of the Wyss Institute and the lead researcher of the study

However, the goal isnt simply to remove the allure of distinctive and attractive branding, but to actively turn people off smoking by combining off-putting photographs with the offensive use of color.1 Replacing distinctive branded boxes with off-putting, standardized colors could raise quit rates and decrease the number of new smokers