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Privately, one lawyer for the company explained why in a letter later recovered in a court filing: "We have never raised any objection to the use of our labels feeling, for your more or less private information, that it is not too bad an advertisement." The FTC called the packaging mimicry "an indirect form of advertising aimed at children." As the Truth Initiative's Koval explained, the tobacco industry had more than a passing interest in getting kids interested in its products

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"This public health initiative will be an effective tool in our efforts to stop teenagers from starting in the first place and taking up this deadly habit," the statement said

It's about 65% Premium Grade Flue-Cured Tobaccos (grown mostly in Virginia and the Carolinas) and about 25% Premium Grade Toasted Air-Cured Burley Tobaccos (mostly from Kentucky)