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Once the government started clamping down on how cigarette smoking was portrayed in the 1970s and into the 1980s, the Marlboro Man was so established that ads didnt even need to show cigarettes

Definitions of cigarette smoking and/or HTP use For cigarettes, individuals who had never smoked were classified as never smokers, those who had previously smoked but had completely quit were classified as former smokers, and those who smoked at least one cigarette per month were classified as current smokers

Is this a regional trend or the next phase for the broader industry

Its all about balance

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