Greeks are among the heaviest smokers in the world, placing the country ahead of other European nations as well as the US, where the incidence of smoking is much lower. The habit currently affects 38 per cent of the population, despite the fact that there has been a substantial reduction in the consumption of conventional cigarettes in the past decade. The government is currently introducing new measures to reduce the incident of smoking in Greece, while doctors are aiming to reduce the frequency and severity of smoking-related disease by improved therapies and diagnosis.