“…Specifically, individuals instructed to use snus as a means of coping with smoking restrictions reported a reduction in cigarettes per day that was far lower than that reported by those instructed to use snus as a means of smoking reduction (Burris et al, 2014). Furthermore, among smokers who report readiness to quit, snus use shows some efficacy for smoking cessation in randomized clinical trials (Fagerstrom, Rutqvist, & Hughes, 2012; Hatsukami et al, 2015; Joksić, Spasojević-Tišma, Antić, Nilsson, & Rutqvist, 2011; Tønnesen, Mikkelsen, & Bremann, 2008). Consequently, if the tobacco control community chooses to advocate for snus as a means of harm reduction–a topic which is still up for debate (Hatsukami, Ebbert, Feuer, Stepanov, & Hecht, 2007; Hatsukami, Lemmonds, & Tomar, 2004; Levy et al, 2006; O’Connor, 2012; Tomar, 2007)–then messaging around the purpose of snus use must be clear.…”