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Based on the available literature on mortality from falls, we estimate that smoking presents a mortality risk similar to a fall of about 4 stories, while mortality risk from smokeless tobacco is no worse than that from an almost certainly non-fatal fall from less than 2 stories. Other metaphors are similarly misleading. These metaphors, like other false and misleading anti-harm-reduction statements are inherently unethical attempts to prevent people from learning accurate health information. Moreover, they implicitly provide bad advice about health behavior priorities and are intended to persuade people to stick with a behavior that is more dangerous than an available alternative. Finally, the metaphors exhibit a flippant tone that seems inappropriate for a serious discussion of health science.<\/jats:p>","DOI":"10.1186\/1477-7517-3-15","type":"journal-article","created":{"date-parts":[[2006,4,20]],"date-time":"2006-04-20T15:45:03Z","timestamp":1145547903000},"update-policy":"http:\/\/dx.doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Deconstructing anti-harm-reduction metaphors; mortality risk from falls and other traumatic injuries compared to smokeless tobacco use"],"prefix":"10.1186","volume":"3","author":[{"given":"Carl V","family":"Phillips","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Brian","family":"Guenzel","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Paul","family":"Bergen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2006,4,18]]},"reference":[{"key":"51_CR1","volume-title":"Capital Research Center: Organization Trends","author":"B Rodu","year":"2004","unstructured":"Rodu B: Give Facts A Chance: How a Campaign of Misinformation Deprives American Smokers of Facts They Should Hear About Smokeless Tobacco. 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