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In 1973, when a major tobacco company was looking for ways to get children and teenagers to buy its cigarettes, a company executive wrote: [W]e are presently, and I believe unfairly, constrained from directly promoting cigarettes to the youth market Thus we need new brands designed to be particularly attractive to the young smoker For a while, the industrys aggressive attempts to entice young smokers were shamefully successful, but public health campaigns over the past 40 years ultimately reversed the trend and dramatically brought down the smoking rate among Americas youth