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The greatest decreases in brand appeal were observed when both brand imagery and descriptors were removed from packages

But Philip Morris' response remained consistent and disciplined, just as during the height of the Hi-Fi promotions

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Thus, our data may (i) provide further data to help regulate these products and (ii) raise awareness that LCs are not safer than cigarettes and in fact, may be more toxic

"Clinicians need a more nuanced approach that incorporates other ways to identify and quantify cigarette use, like smoking status and smoking intensity," Miao said, noting that whether it's smoking one cigarette a day or one a week, no amount of smoking is safe, and quitting remains the best thing someone can do for their health