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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

Tobacco Products Market Value (US$ Bn) Projection, By Distribution Channel 2020 to 2035 Figure 80: U.K

Advertising Restrictions : Vaping advertisements cannot appeal to youth, use cartoon characters, or make unsubstantiated health claims

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