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People need to be made aware of the risk of being manipulated by big brands that appeal to the environmental values of consumers to sell them products that are bad for their health. In an earlier, related study, the researchers found that the Natural American Spirit pack design, which also features icons of an American Indian smoking a pipe and a mythological thunderbird, creates misperceptions that the brand is American Indian-owned or grown on tribal land and, in turn, healthier and more desirable

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YOUTH PERCEPTIONS AND IQOS INITIATION NOT ADDRESSED The FDA authorized the marketing of IQOS as reduced exposure even though PMI failed to account for how IQOS might impact youth, offering no information in its application on how its promotional materials might impact youth perceptions and initiation