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From highs, such as Sweden's standout THR success in reaching smokefree status, to lows like continued opposition and misinformation from major public health bodies, 2024 has been a year of ups and downs for THR. But underlining all this news is the resounding progress consumers are making in changing perceptions of safer products - join Will Godfrey for a full rundown of this year's news in this episode of GFN's New Year's Wishes!