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Brazil leads with a market size of $906 million, which could be much larger when including the black market, with a user base of around 2 million

Any company in similar circumstances, when faced with the loss of brands worth billions of dollars, would challenge such laws, said Sonia Stewart, spokeswoman for Imperial Tobacco, an Australian company, in a statement

By contrast, a regular cigarette is only 70 millimeters long

The UKs comprehensive advertising restrictions on tobacco products were passed before HTPs existed, so PMI had marketed HTPs more aggressively and openly than they could for cigarettes, said Cheeseman

doi:10.1016/j.addbeh.2017.04.007 9