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Having a specific quit date helps create a sense of accountability and provides a clear target to work towards

Altria did not immediately respond to requests for comment, but in a statement on menthol cigarettes in general said: "We believe prohibition does not work, and criminalizing menthol will lead to serious unintended consequences

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The smallest effect of standardization was observed among those who had never vaped or smoked: 93% of those in the standardized group reported no interest compared with just over 91% of those in the branded group

This points towards the fact that the campaign was not just about preventing individual children from taking up smoking, but about changing attitudes towards smoking more broadly