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Dont just try it once, the ad went on, try it for one or two weeks, to give yourself time enough to allow your taste to adjust to so much less irritants in the smoke. Nowhere does the ad mention that micronite is crocidolite asbestos and that, from 1952 through 1956, the Lorillard Tobacco Co., now owned by R.J

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Nevertheless, for 32 years, the company scared off rivals by marking its packaging with the words "patent pending" and by threatening legal action

Thus the major breakthrough by the tobacco industry was to create a gimmick that removed smokers fears about lung cancer, even while it knew the same dangers were still there