understand the mechanism of "the nicotine trap". This is because their attention is diminished while they continue to believe it is traumatic and extremely difficult to quit and continue to maintain the belief that they are dependent on nicotine. Another assertion unique to Carr's method is that willpower is not required to stop smoking. His contention was that fear of "giving up" is what causes the majority of smokers to continue smoking, thereby necessitating the smoker's perpetuation of the illusion of genuine enjoyment as a moral justification of the inherent absurdity of smoking in the face of overwhelming medical and scientific evidence of its dangers. Instead, he encourages smokers to think of the act of quitting, not as giving up, but as "escaping". Easyway Carr left his accountancy job in 1983 and set up his first Easyway clinic. (He actually stopped smoking and modelled his program from a program called the Living Free Program for Smokers which was given by InControl International Inc. in hospitals across the U.S.) He wrote ten books which appeared as bestsellers on selected book ranking charts including his first book The Easy Way to Stop Smoking (1985). The success of the original London clinic, through word-of-mouth and direct recommendation, has led to a worldwide network of 100 Easyway clinics in 35 countries plus the production of audio CDs and DVDs. Allen Carr's Easyway is clinically proven through two randomised controlled trials. In 2020 a UK randomised clinical trial found Allen Carr's Easyway as good as, if not better than, the Gold Standard NHS Programme which uses NRT & 1-1 psychological support and in 2018 an Irish trial found that Allen Carr's Easyway was almost twice as effective as other smoking cessation methods available on Health Service. Based on their full money-back guarantee (which requires two follow-up sessions without reimbursement of travel), Carr's clinics claim 90% success rate in aiding smokers to stop for three months, and 51% success rate in helping smokers stop for 12 months based on an independent study not connected with any health organisation. Celebrity endorsements include Richard Branson, Anthony Hopkins, Ashton Kutcher, Ellen DeGeneres, Nikki Glaser, Chrissie Hynde, Michael McIntyre, Pink, Jason Mraz, Charlotte Church and Hrithik Roshan which aids the organisation's efforts to expand commercially. Allen Carr's Clinics are run by therapists/facilitators who were once smokers and have used Carr's method to stop smoking. All therapists/facilitators are members of an