[Is the tobacco industry reinventing itself?].

The tobacco industry has repeatedly adjusted its product strategy in the past. As soon as the health risks of tobacco use could no longer be denied, it responded with high-profile campaigns designed to downplay scientific findings. In addition, it introduced modified products such as cigarette filters and so-called "light" cigarettes, which give the impression of being less harmful. This strategy has become increasingly less successful in recent years. Public health policies focused on environmental prevention, combined with increased public awareness, have led to a global decline in tobacco consumption. With new nicotine products such as e-cigarettes, tobacco heaters, and nicotine pouches, an additional market segment is now being developed to complement the shrinking core market. And once again, the health risks associated with the mechanism of addiction are downplayed as "harm reduction". New products are redefined as therapeutic aids for smoking cessation, through which the tobacco industry seeks to present itself as a pharmaceutical entity. At the same time, the company will continue to operate in the core market for tobacco products as part of a two-pronged strategy, and this product segment is expected to remain the dominant source of revenue and profit for the foreseeable future. In this respect, the tobacco industry is adapting to the new circumstances without abandoning the business model based on nicotine addiction.