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Additionally, competition through advertising and a growing consciousness of the industry have led to a substantial share of low-tar and low-nicotine cigarettes, thus causing a dramatic change in the smoking habits of the population within the last 10 to 15 years. Low-tar brands now account for 48% of all cigarettes sold in the U.S.

Brand Advertising is Only One o£ Many Sources Of Product Information Brand advertising in a free market system com- municates information about the characteristics of tobacco products, which aids consumers in their decision to purchase one competitive brand over another in the same product category.