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Theyre using color coding to perpetuate one of the biggest public health myths into the next century. The National Cancer Institute says there are no health benefits from light cigarettes and that they may be more dangerous because some people inhale them more deeply than regular cigarettes

Weve actually done a study where weve given smokers their own brand of cigarettes with these warning labels for a month and weve found that, yeah, there might be some wear off, but what actually does happen is they learn more about the hazards and they start thinking about quitting, said Romer

It really is

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