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A recent Industry Watch (Tobacco Control; 2001;10:253–7) explored an “experiment in progress”—the use of snus (oral snuff) by Sweden's males as a possible substitute for cigarette smoking and as a way to reduce male lung cancer. A recent study commissioned by the Massachusetts Department of Public Health and conducted by the American Health Foundation found that levels of tobacco specific nitrosamines (TSNAs), the principal class of carcinogens in snuff, were only 1.8 μg/g for ETTAN, the most popular Swedish brand versus 41.1 μg/g for Copenhagen the most popular US brand. Swedish Match selects special tobacco blends and employs a new fermentation process to prevent formation of TSNAs. It could be argued that the low levels in Ettan make it “safer”. However, the Ettan levels (1800 parts per billion) are still hundreds of times greater than what would be allowed in regulated products; for example, the limits for NDELA, another, non-tobacco nitrosamine …