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The majority of users of next-generation products in Italy would not continue to use their products if the price of next-generation alternatives increased through taxation, according to a new survey.
If prices increased to where they were the same as traditional cigarettes, most likely there would be a reduction in consumption of non-combustion products in favour of cigarettes, with one in four users returning to smoking. This goes against the trend being created by anti-smoking policies. However, the idea of stopping using products because of a price increase in non-combustible products is, at this stage, purely theoretical and therefore susceptible to variations and distortions, the survey said.
