TY - JOUR T1 - Paying more attention to the ‘elephant in the room’ JF - Tobacco Control JO - Tob Control SP - e35 LP - e36 DO - 10.1136/tobaccocontrol-2016-053150 VL - 26 IS - e1 AU - Ron Borland Y1 - 2017/03/01 UR - http://tobaccocontrol.bmj.com/content/26/e1/e35.abstract N2 - This commentary argues that a nicotine reduction strategy for tobacco control is a secondary strategy to the wider availability of low toxin forms of nicotine to give smokers a viable alternative to cigarettes. Failure to confront the likely reality of continued nicotine use and to make it as low in harm as possible may prolong the tobacco epidemic. ER -