<p>Toxicological and epidemiological studies suggest that new-generation nicotine delivery products will reduce the harmful exposures associated with combustible cigarettes and toxic forms of smokeless tobacco products. However, enhanced study designs are needed to support epidemiological research that was more appropriate when the ways of consuming nicotine were limited and methods to assess causality in less than decades were unavailable. Given their different perspectives and scientific capabilities, progress in THR requires deeper and transparent engagement between industry scientists and those in academia that rigorously applies conflicts of interest norms.</p>