Is advice to cut down smoking wrong?

New NICE guidance says that smokers should be encouraged to cut down on the number of cigarettes they smoke, as well as trying to quit. In a head to head, published on bmj.com, Paul Aveyard, professor of behavioural medicine at the University of Oxford, says that reducing smoking is a worthwhile step towards cessation, but Gerard Hastings, professor of social marketing at Stirling and Open Universities, argues that the lifelong nicotine replacement therapy being recommended in support may benefit industry more than public health. Read the full head to head: http://www.bmj.com/content/348/bmj.g2787