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A young, handsome man holds his throat, clearly irritated from smoking, next to a warning in big, red capital letters: BEWARE OF IRRITATION. The text beneath his image reveals that he should have smoked Lucky Strike cigarettes, because Toasting removes dangerous irritants that cause throat irritation and coughing. This health claim was clearly unfounded, and in Luckys later ads a simple its toasted slogan was used to send the same message without blatantly making false claims

In contrast to distraction-themed CBT intervention messages, messages based on a contemporary third wave form of CBT called Acceptance and Commitment Therapy (ACT), encourage individuals to pay attention to and build a different relationship with their internal urge-related experiences

2026-07-10 3 min read Why Healthy Life Years Matter More Than Lifespan Healthy life years matter more than lifespan alone, with a new report suggesting that living longer is only beneficial if those additional years are spent in good health

But that just doesn't seem to be the case here," she says