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The paper also demonstrates how the tobacco industry has used intensive marketing to popularize menthol cigarettes, especially in Black communities, and to encourage use of menthol-flavored products among youth

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Specifically, this study examined the effect of color variations, imagery, and brand descriptors, as well as the removal of these elements (i.e., plain packaging) on perceptions of brand appeal, taste, health risk, smoothness, and smoker attributes

It was really pleasing to see the impact that occurred with young people, remembering that this was one of the main reasons for introducing the law in the first place, Harper said, speaking to Guardian Australia from the conference