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FDA also hired an independent firm, RTI International, to conduct a multi-year evaluation to measure indicators of success throughout the first two years of the campaign, including advertising awareness and changes in the target audiences tobacco-related beliefs, intentions and behaviors

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Elizabeth Howlett, a professor in WSUs Carson College of Business and a co-author of the paper, said the gap in warnings matters

Prof Allan Hackshaw at the UCL Cancer Institute at University College London, who led the study, told the BBC: "There's been a trend in quite a few countries for heavy smokers to cut down, thinking that's perfectly fine, which is the case for things like cancer