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It is difficult to say with a high level of certainty how a trial on California's lawsuit against the tobacco companies would have ended

Results Process evaluation Advertising reach and frequency varied by campaign channel (Table 1)

Psychologist Professor Ellen Peters, of Ohio State University in the US, said: The graphic images motivated smokers to think more deeply about their habit and the risks associated with smoking. The study, published in the journal PLOS ONE, is the first to look at the impact of graphic warning labels on smokers outside of a laboratory and over a relatively long period of time

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