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Wellness influencers rebrand nicotine as cognitive enhancer with scant evidence

Researcher explains gap between nicotine effects and wellness claims

Kathuria details how proponents selectively cite nicotine's effect on acetylcholine receptors and dopamine release to justify broad wellness claims. She notes that while nicotine can temporarily increase alertness, the effects are fundamentally different from natural acetylcholine signaling, and extending limited cognitive findings to claims about productivity, brain health or longevity goes well beyond human research.

Researcher explains gap between nicotine effects and wellness claims
theconversation.com

“However, extending these findings to broad claims about productivity, brain health, longevity or wellness goes well beyond what has been shown in human studies.”

Hasmeena Kathuria

Hasmeena Kathuria Pulmonary physician-scientist, University of Wisconsin-MadisonWellness influencers and tech startups Promoters of pro-nicotine messaging

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