Smoking increases the number of receptors in a smoker's brain that thrive on nicotine. Take that nicotine away, as with quitting, and the receptors "call out" for it, something the smoker feels as a craving. Cravings can be intense and last

Smoking increases the number of receptors in a smoker's brain that thrive on nicotine. Take that nicotine away, as with quitting, and the receptors "call out" for it, something the smoker feels as a craving. Cravings can be intense and last weeks longer than many smokers realize, sabotaging willpower. Therapeutic nicotine helps safely reduce cravings so a smoker can wean himself off nicotine gradually, giving his willpower a fighting chance. Since going over-the-counter 10 years ago, therapeutic nicotine products have helped more than five million people around the world successfully quit smoking, and as a result, have greatly reduced their exposure to the risks of cancer and other smoking-related diseases. Therapeutic nicotine has been tested with more than 35,000 smokers in over 110 randomized clinical trials, and has consistently been shown to be efficacious. Therapeutic nicotine is recommended as a first-line treatment for smoking addiction in the United States, United Kingdom and World Health Organization (WHO) cessation treatment guidelines. Therapeutic nicotine is proven to help even the heaviest and most dependent smokers, and plays a critical role in helping smokers quit. Therapeutic nicotine can double chances of success, and when combined with a comprehensive support plan for habit change, such as CommittedQuitters.com, can further increase a person's chances of becoming smoke-free. With the expanded availability from over-the-counter access, therapeutic nicotine is available at 35,000 retail stores across the U.S. and thousands more globally, making access to therapy convenient and readily available. In some major cities smokers are now paying the equivalent of over $7 per pack of cigarettes. For a pack-per-day smoker, that can mean an investment of nearly $50 per week, or $200 per month. In comparison, the cost of a standard course of therapeutic nicotine per day is between $3-$5. Everyday activities and situations may trigger the urge to smoke, such as drinking coffee in the morning, talking on the phone, taking a break at work, and driving. During these times, cravings for a cigarette are actually the brain seeking an intake of nicotine. Studies have demonstrated that the administration of therapeutic nicotine, via nicotine gum or lozenge, can significantly reduce these cravings. Therapeutic nicotine is available in various delivery forms such as the patch, gum or lozenge with dosages based on a smoker's habit.

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