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Dan Romer, associate director of the Annenberg Public Policy Center at the University of Pennsylvania, said a regionwide or statewide tax increase might go further to improve population-level health and to prevent leakage. Leakage, or tax avoidance, occurs as consumers head to the next county or state to buy cigarettes

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"That's been a massive problem for us recently," he said

The company highlighted over USD 14 billion in cumulative investment behind smoke-free innovation since 2008 and reported significant progress in carbon neutrality, youth-access prevention, and farmer livelihoods

There seems to be little consideration that, with thoughtful design and proper stewardship, this space could actually be elevated enhanced beyond what it is today