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The Be Marlboro campaign was banned in some countries for targeting youth

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And then another image of being melted by a hundred thousand [Light Arrows]

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And Philip Morris continued to use this approach, emphasizing "young smokers" , "mildness" and a preference for cigarettes "without filters" towards the end of the 1950s (Liggett & Myers also stressed "If you like a mild smoke, but you don't like filters, join the 'Chesterfield People'---get Chesterfield King!" in their 1965 ad campaign)

An industry spokesman noted that its market consists of the 40 million adults who currently use tobacco, not teenagers