['  ', '  ', 'cigarettes.', 'However,', 'the', 'government', 'lay', 'an', 'integral', 'part', 'in', 'this', 'process.', 'Just', 'as', 'public', 'health', 'officials', 'would', 'object', 'to', 'reduced-risk', 'claims', 'that', 'they', 'have', 'not', 'had', 'the', 'opportunity', 'to', 'validate,', 'consumers', 'should', 'view', 'skeptically', 'claims', 'about', 'new', 'technologies', 'that', 'have', 'not', 'been', 'sensibly', 'regulated.', 'We', 'believe', 'that', 'the', 'best', 'approach', 'is', 'for', 'FDA,', 'and', 'not', 'a', 'tobacco', 'company,', 'to', 'decide', 'what', 'is', 'in', 'fact', '“reduced', 'risk”,', 'and', 'what', 'communications', 'are', 'appropriate', 'on', 'this', 'subject.', 'We', 'are', 'mindful', 'of', 'the', 'critical', 'need', 'for', 'manufacturers', 'to', 'work', 'with', 'the', 'public', 'health', 'community', 'to', 'emphasize', 'the', 'fact', 'that', 'all', 'smoking', 'is', 'risky,', 'and', 'that', 'the', 'best', 'option', 'from', 'a', 'health', 'perspective', 'is', 'to', 'quit', 'or', 'noi', 'to', 'start', 'in', 'the', 'first', 'place.', 'Five', 'basic', 'concepts', 'govern', 'our', 'efforts', 'in', 'this', 'area.', 'To', 'make', 'health-related', 'claims', 'about', 'cigarette', 'that', '@igeciene', 'may', 'reduce', 'the', 'risks', 'of', 'smoking,', 'a', 'manufacturer', 'should:', '?', 'e', 'design', 'a', 'cigarette', 'that', 'significantly', 'reduces', 'various', 'constituents', 'in', 'the', 'inhaled', 'smoke;', ';', 'e', 'provide', 'scientific', 'evidence', 'that', 'this', 'change', 'reduces', 'biological', 'activity', 'in', 'appropriate', 'cellular', 'and', 'laboratory', 'animal', 'models;', '®', 'measure', 'adult', 'smoker', 'exposure', 'to', 'the', 'smoke', 'from', 'these', 'cigarettes;', 'e', 'share', 'these', 'results', 'with', 'the', 'scientific', 'and', 'public', 'health', 'communities,', 'and', 'subject', 'the', 'results', 'to', 'independent', 'and', 'vigorous', 'scientific', 'critique', 'and', 'review;', 'e', 'work', 'with', 'authorized', 'regulatory', 'agencies', 'to', 'appropriately', 'communicate', 'heel', 'results', 'and', 'their', 'significance', 'to', 'adult', 'smokers.', ':', ' ', 'The', 'Debate', 'Regarding', 'Reduced-Risk', 'Cigarette', 'Some', 'members', 'of', 'the', 'public', 'health', 'community', 'are', 'opposed', 'to', 'the', 'development', 'of', 'a', 'reduced-risk', 'tobacco', 'products.', 'They', 'believe', 'such', 'products', 'might', 'discourage', 'consumers', 'from', 'quitting', 'smoking', 'or', 'encourage', 'them', 'to', 'start.', 'For', 'example,', 'Catherine', 'Maroney', 'of', 'the', 'American', 'Council', 'on', 'Science', 'and', 'Health', 'has', 'recently', 'written', 'that', '[ajt', 'the', '11th', 'World', 'Conference', 'on', 'Tobacco', 'and', 'Health...tobacco', 'control', 'advocates', 'voiced', 'concern', 'that', 'the', 'availability', 'of', 'safer', 'cigarettes', 'might', 'hinder', 'efforts', 'to', 'reduce', 'and', 'prevent', 'smoking...', 'the', 'promotion', 'of', 'a', 'safer', 'cigarette', 'might', 'actually', 'encourage', 'smoking.', 'For', 'example,', 'consumers', 'might', 'believe', 'that...cigarettes', 'are', 'now', 'harmless.', 'Furthermore,', 'there', 'is', 'concern', 'about', 'the', 'type', 'of', 'message', 'being', 'sent', 'to', 'youth', 'when', 'smokers', 'are', 'encouraged', 'to', 'use', 'safer', 'cigarettes', 'rather', 'than', 'being', 'encouraged', 'to', 'quit.', 'However,', 'the', 'public', 'health', 'community', 'is', 'not', 'unanimous', 'in', 'this', 'view.', 'For', 'example,', 'Clive', 'Bates', 'of', 'ASH', '(UK)', 'has', 'said:', 'ZOSsZyesoz']