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JAMA 2024, 331 (10), 861865

Cutting the cost of smoking is not the same as cutting the harm of it

Sold at Costco as a carton (6-pack case), making it a value purchase for regular smokers

As everyone knows, all cigarettes present some health risks, including Eclipse." Pearson found that Reynolds committed thousands of violations by using deceptive "reduced-risk" claims to promote a nontraditional cigarette, Eclipse, through an extensive multi-media advertising campaign: in print ads placed in nationwide publications, on a website Reynolds maintained for over four years, in direct mail materials it sent to Vermont consumers and on cigarette packages of Eclipse sold in Vermont

It was the first country that adopted this strategy and prompted many to follow suit