Thirdly, the bill introduces measures to reduce the appeal and addictiveness of smoked tobacco products. Specifically, it requires that regulations are made to set limits on nicotine levels. For decades we have permitted tobacco companies to maintain their market share by making their deadly product more and more addictive. It is disgusting and it is bizarre. We have more regulations in this country on the safety of the sale of a sandwich than on a cigarette. Low-nicotine products will help people either to quit or swap to a less harmful alternative. Low-nicotine products will also protect anyone who experiments with smoking, preventing them from being addicted and taking up regular smoking. There have been several clinical trials on low-nicotine cigarettes, so we can set nicotine levels that won't cause a compensatory increase in smoking but will instead support quitting. 