Our view is that ANDS represent a new set of tools with the potential to minimize harm related to combustible
tobacco use but only if they are prudently managed and marketed to adult smokers and only if the public is accurately and truthfully informed about them and how best to use them to eliminate combustible cigarette use. It must be stressed, however, that traditional
tobacco control strategies and tactics to make lethal cigarettes less appealing, accessible and more expensive should continue in full – and perhaps, greater force to deter progression from ANDS to lethal combustibles. Nothing in this commentary should be interpreted as undermining current
tobacco control efforts. We propose that, because of the rapidly changing landscape, it is time to add a prudent and pragmatic harm minimization transformative framework to the traditional tobacco control views and interpretations of evidence used to guide practice and policy.