Footnotes

• Twitter @otg2014, @dannygiovenco

• Contributors OG and CD conceptualised the idea. ZS led the writing of the first draft and OG, DPG, CD and MJL provided input on subsequent drafts. All authors contributed equally and have approved the final manuscript.

• Funding This work was supported in part by National Cancer Institute and Food and Drug Administration Center for Tobacco Products under grant U54CA229973. OG was supported by the Rutgers Cancer Institute of New Jersey under grant P30CA07270. DPG was supported by a grant from the NIH Office of the Director (award number DP5OD023064).

• Disclaimer The content is solely the responsibility of the authors and does not necessarily represent the official views of NIH or FDA.

• Competing interests None declared.

• Provenance and peer review Not commissioned; externally peer reviewed.