We have long accepted that smoking is risky. Our business is not about persuading people to smoke; it is about offering quality brands to adults who have already taken the decision to smoke. We strongly believe that smoking should only be for adults who are aware of the risks.
The risks associated with smoking are primarily defined by epidemiological (population statistics) studies that show that groups of lifetime smokers have far higher incidence of certain diseases than comparable groups of non-smokers. These risks tend to be greater in groups that start smoking younger, smoke for longer and smoke more cigarettes per day. However, all smoking behaviours are associated with some risk, and the only way to be sure to avoid a smoking-related risk is not to smoke.
The statistics, however, do not tell us whether a particular individual smoker will avoid an associated disease by smoking less, and all smoking behaviours are associated with significantly increased health risks. Studies also show that the only way to avoid smoking-related risks is not to smoke in the first place, and the best way to reduce the risks is to quit.
For more about the health risks see Health risks of smoking.