Industry Interference and Aggressive Marketing: Indias large tobacco companies have historically adapted to taxation measures through introducing micro-packs (5, 10 units) , promoting low-priced variants , making price-sensitive users less affected by cess and lobbying against steep excise revisions
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They began to run commercials in the 1960s with Black athletes, particularly Elston Howard of the New York Yankees, Willie Mays, Hank Aaron, all selling these products, said Gardiner, who wrote the most comprehensive study on the tobacco industrys advertising efforts in Black communities