Between eight and ten of the Annual Top 50 programs every season were sponsored by American Tobacco, (Lucky Strike & Pall Mall), R.J
Judge Kessler concluded, "Defendants used their knowledge of young people to create highly sophisticated and appealing marketing campaigns targeted to lure them into starting smoking and later becoming nicotine addicts." The themes and imagery in the "Be Marlboro" campaign track the recommendations of previous Philip Morris internal research documents on why young people smoke
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According to the authors, these light smokers are often excluded from clinical trials for chronic lung disease
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