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Today's the day! The Smokeless Word: Live from the Lab is here. Join our Director of Research and Science, Dr James Murphy, as he sits down with Joe Gitchell, CEO of Pinney Associates, for a conversation at the intersection of science, policy and real-world behavioural change. James and Joe explore how different countries are navigating the transition away from combustible tobacco - from Japan and Sweden to New Zealand and Iceland - and why the pace of change varies so widely across markets. They also tackle a central challenge in public health: the gap between scientific evidence and public belief. Why do misperceptions about nicotine persist even as the data on relative risk becomes clearer and what can be done when evidence alone isn’t enough to drive change? Ultimately, this episode asks a key question: how do we align regulation, communication and behaviour to potentially reduce harm at scale? Tune in to find out: https://ow.ly/GP4i50Zas9U

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