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Yach, an anti-tobacco activist who played a key role in the enactment of the WHO FCTC in 2005, said he did not think the FCTC had done much to help existing smokers quit.

“We are truly facing a revolution in nicotine technology. Thanks to massive investment in research and the patents that fathered it, the consequences of this intellectual property are being felt in the real world,” Yach said at the 8th Global Forum on Nicotine held in Liverpool, UK, last June.

“Already, one hundred million people are using harm reduction products and projections show that if these tools were more widely available, we would be able to cut the long-term mortality trend by perhaps between 3 and 4 million,” he added.

Dr. Yach is the former president of the controversial Foundation for a Smoke-Free World, which, although independent of the tobacco industry, is funded by one of the world's major tobacco companies. In 2017 Philip Morris International Inc (PMI) announced it would allocate $1 billion to establish the foundation to help combat smoking, and then spend $80 million per year on the project for the next 12 years.

Using the resources available to big tobacco to help address the harm it causes
Of course, from the beginning, many anti-smoking experts were skeptical that the purpose of such a movement was merely an attempt to ensure the visibility and success of Philip Morris' harm reduction product, iQOS, and promote other Big Tobacco agendas.

However, Yach, who is widely respected as an anti-tobacco activist who played a key role in the enactment of the World Health Organization's Framework Convention on Tobacco Control (FCTC) in 2005, explained that he saw this initiative as an opportunity to use the resources available to the tobacco industry to help address the harm it causes. He rightly added that while he believes in the provisions of the FCTC in preventing people from becoming smokers, he does not think it has done much to help existing smokers quit.

In fact, sharing his insights as a speaker in Michael Russell's keynote titled “Why has the WHO FCTC failed to reduce adult smokers and their health impacts?”, Yach highlighted that while such changes are made possible by investment in innovation, policy has lost touch with science. “The industry has created tools that have the potential to create one of the most profound public health changes in history,” he said.

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