Smoker risk could be reduced by (1) modifying the cigarette to reduce retention of smoke in the lung, or (2) by increasing smoke irritation to reduce depth of inhalation and thus resulting absorption.
Consumers have a basic right to expect that producers make their products as safe as they reasonably can. Even in the unique case of tobacco, where it is assumed and accepted that the product will cause great harm to its users, the smoker should still expect the manufacturer to reduce harmfulness of the product if this is possible. Case law dating back to 1932 shows that there is a general duty of care by manufacturers of goods towards the user whereby the product should be "free from defect likely to cause injury to health". Furthermore, there is a continuing duty on the manufacturer to safeguard the user from his product and to take into account new knowledge. Although tobacco products are exempted from most consumer protection legislation this does not absolve the tobacco industry of all legal and moral responsibility.