On the (mis)use of cross-price effects to gauge the effectiveness of smokeless tobacco in smoking cessation. A comment on Bask and Melkersson.

In a recent edition of this journal Mikael Bask and Maria Melkersson suggested that moist snuff, snus to the Swedes, is not an effective tool in cigarette smoking cessation. The sole basis for this conclusion is their empirical findings concerning the cross-price elasticity of demand between cigarettes and snus. Specifically, they find that, "The cross-price elasticities are negative, which indicates that snus contributes to increased smoking.