Associates for Research into the Science of Enjoyment This was a pseudo-scientific organisation set up by the tobacco industry to run funded conferences around the world. It was quite unique and very clever. It's purpose was to promote the idea that the nicotine in cigarettes wasn't "addictive" but merely 'pleasurable', stimulating and at worst, 'habit-forming'. A secondary value was to grab media attention with celebrity speakers who railed against the Puritans anti-smoking activists who were promoting the "Nanny State".