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These examples underline how the industry is evolving across price points and consumer segments, from mass to super-premium

[DOI] [PubMed] [Google Scholar] 104.Hahn B, Stolerman IP

[accessed 8 Apr 2015];Guidelines for implementation of Article 11 of the WHO Framework Convention on Tobacco Control (packaging and labelling of tobacco products) 2008 27.Kotnowski K, Hammond D

Per Truth Initiatives report, 70 percent of the top, binge-watched shows included tobacco imagery (up from 64 percent in 2022) and nearly a quarter of chart-topping songs with music videos featured tobacco in their videos. Though tobacco imagery in those top-chart music videos had actually come down from a high of 30 percent, [V]ideos were viewed almost 5 billion times on YouTube as of October 2024. With that kind of reach, even a small percentage of smoking content in music videos can translate into massive exposure, and more dangerously, into influential content over young viewers

Projections based on forecasted values suggest a further decrease to 12.9% (95% CI: 7.322.4%) by 2040, corresponding to approximately 1.35 million current smokers (Table 1)