This area is very interesting and lots of this is on the money. That said, I think there are some places where it overreaches and possibly verges on fear mongering based on pretty weak evidence.

I'm not sure NSS are necessarily "healthwashing" - they are genuinely a healthier alternative, at least in SSBs. Pointing to some very speculative research about "gut microbiome disruption" as if that somehow means NSS are something we should be concerned about in our diet doesn't seem to reflect the body of evidence on the subject. On balance they seem to be either a neutral or beneficial product, depending on what they replace in the diet.

I think one important distinction between UPF and cigarettes is that we have lots of examples of healthy UPFs. Are there any such examples for cigarettes? Even those researchers who voice concerns about the health impacts of UPFs (Kevin Hall, Samuel Dicken) seem to be largely interested in identifying _which_ UPFs might drive poor health outcomes and why, so we can regulate industry to make their products more health promoting.

My concern with this analogy between cigarettes and UPFs is that we end up with a movement to completely ban UPFs when they have lots of useful properties (can be stored at ambient temperature, long shelf life, reliable quality) that make them very important for people with limited means. The dream scenario, IMO, is that we regulate out the worst of the harmful properties, rather than trying to get rid of them entirely (which I think is the dream scenario with cigarettes).