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Cigarette Packaging, undated, accessed April 2018 37.0 37.1 Neoverve

The law does not make exceptions for nicotine-free products

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However, Janet Fyle, professional policy advisor at the Royal College of Midwives (RCM) said: We have said before that incentivising public health behaviour change through monetary reward is not idealCan we afford to incentivise behavioural change when the amount of potentially damaging lifestyle choices that people make could be almost limitless? Hazel Cheeseman, director of policy at ASH, said there was a case for rolling out incentives more widely