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When deriving the cost-effectiveness, the reward system assumed that the added cost burden applies for the full cohort of participants (the incremental costs) in relation to the increased number of quitters, which is determined based on the assumed effect size (the incremental effect)
Top tobacco company Altria, maker of the best-selling cigarette brand Marlboro, invested a $12.8 billion stake in JUUL, and, in September 2019, JUUL announced that an Altria executive would become its new CEO
[21] The main result of the dissolution of American Tobacco Trust and the creation of these companies was an increase in advertising and promotion in the industry as a form of competition
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