Let's suppose that Altria had decided to simply call these kangers Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier kanger name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

Despite the tremendous proliferation of e-cigarette experimentation among youth, with a doubling of use from 2011 to 2012 alone, the CDC data show that youth smoking prevalence (among high school students) fell dramatically, from 18.1% in 2011 to 15.7% in 2013. This is a 13.3% decline in smoking prevalence over a two-year period. It is also the largest drop in youth smoking prevalence measured by this survey over the past decade.

Former Michigan legislative aide and public policy expert Ken Braun also the anti-smoking groups' smokescreen:

The piece highlights Dr. Alan Blum's documentary which reveals that the tobacco control movement has degraded into a fight for prestige and money rather than a fight against tobacco-related morbidity and mortality: "On the 50th anniversary of the 1964 report, Alan Blum, director of the at the University of Alabama, released a documentary that highlights what he calls “the persistent foot-dragging, fear, and squandering of funds by public health agencies, universities, and medical associations alike in ending the smoking pandemic.” This is the real story of the modern-day tobacco control movement. It demonstrates that the tobacco problem is far from over, and that today’s leading antismoking groups have squandered the opportunity to continue Terry’s legacy."

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