Between 1961 and 1965 - during the entire time that Dr. Terry was heading the Public Health Service as Surgeon General - the Service was conducting an unethical and racist study in which it denied antibiotic treatment to African American men with advanced syphilis in order to observe the debilitating and fatal long-term sequelae of this essentially 100% treatable infection.

Let's suppose that Altria had decided to simply call these brands 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 brand 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.

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