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In one of the seven OTC NRT studies that were combined and averaged to produce the dismal 3% placebo group rate in the March 2003 OTC NRT meta-analysis, when placebo group members were questioned at the end of the study only 18.3% believed that they had received the "Real McCoy" (the active patch).[11] Although the study's authors declare that "the effect of such a blinding failure would probably be a reduction of the placebo effect"[11] the NRT industry is today knowingly relying upon such flawed studies in order to continue claiming odds ratio (OR) victories and keep the nicotine profits flowing
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