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Privately, one lawyer for the company explained why in a letter later recovered in a court filing: "We have never raised any objection to the use of our labels feeling, for your more or less private information, that it is not too bad an advertisement." The FTC called the packaging mimicry "an indirect form of advertising aimed at children." As the Truth Initiative's Koval explained, the tobacco industry had more than a passing interest in getting kids interested in its products

Alison Ogden-Newton of Keep Britain Tidy said: We wanted to create advertising that used best in class behavioural science to really speak to our audience, and we are thrilled with the output

Why is vaping a better choice for adults who smoke traditional cigarettes

By opting for vaping, you're proactively reducing health risks linked to smoking, such as lung cancer and heart disease