title: Paying more attention to the 'elephant in the room'.
abstract: This commentary argues that a nicotine reduction strategy for tobacco control is a secondary strategy to the wider availability of low toxin forms of nicotine to give smokers a viable alternative to cigarettes. Failure to confront the likely reality of continued nicotine use and to make it as low in harm as possible may prolong the tobacco epidemic.
authors.forename: Ron
authors.initials: R
authors.lastname: Borland
mesh_terms: D040261:Harm Reduction; D006801:Humans; D009538:Nicotine / Q000008:administration & dosage* / Q000009:adverse effects; D012907:Smoking / Q000009:adverse effects / Q000453:epidemiology*; D062789:Tobacco Products
chemical_list: D009538:Nicotine
keywords: Addiction; Electronic nicotine delivery devices; End game; Harm Reduction; Nicotine