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While deterring few smokers, these labels allowed industry lawyers to point to the package itself: who but a willful risk taker would look at this product and actually use it

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The tobacco industry realized that half of its potential customers were not even considering using cigarettes, Robert Jackler, a tobacco advertising researcher at Stanford University, told Business Insider in an article in February, 2020, The industry actually began engineering ways of encouraging women to be willing to smoke in public. They even hired the non-smoking Amelia Earhart to lend her image to a campaign for Lucky Strike cigarettes

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