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The tobacco industry also took notice of the emerging evidence, but instead of acknowledging what they knew to be true, hired a public relations firm (in December 1953) to implement a massive campaign to challenge the evidence

Barred from promoting its product on billboards, in magazines and on television, it came to the view that packaging was essential to the identity of its brands, a piece of intellectual property that it could never afford to lose

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For Canadians looking to quit smoking, understanding the risks associated with the chemicals in cigarettes is an important step toward a healthier future

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