This is a surprise:
The government’s “nudge unit” wants to encourage the use of smokeless nicotine cigarettes, banned in many countries around the world, in an attempt to reduce the numbers killed in the UK by smoking diseases each year.
The Cabinet Office’s behavioural insight team – better known as the nudge unit – wants to adopt the new technology because policy officials believe the rigid “quit or die” approach to smoking advice no longer works. Rather, they want nicotine addiction to be managed to help smokers who otherwise won’t quit – an approach the unit believes could prevent millions of smoking deaths. Ten million people in the UK smoke, and smoking claims 80,000 lives a year.
Cue hysteria from ASH in 3…2…1…