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Since this policy was enacted, and with ample time for a response, the tobacco industry began extensively marketing cigarette varieties with cooling features explicitly labelled such as non-menthol at tobacco retailers in California.3 (Note that the term non-menthol in the remainder of the manuscript refers to cigarettes explicitly labelled as non-menthol vs broadly referring those that are not mentholated.) Non-menthol cooling cigarettes have packaging that resembles traditional menthol cigarettes and use colours (eg, bright green and blue) typically associated with the marketing of various types of mentholated products.4 5 Wording on non-menthol packaging also resembles that which is commonly used to market flavoured tobacco, including menthol (eg, flavourful, crisp, smooth

Smooth, mild flavor with 8mg tar and 0.7mg nicotine

Mild, smooth, and customizable flavor

These papers are available in most convenience stores, smoke shops, and dispensaries

Armpit to armpit: 25

Golden Virginia rolling tobacco is fabricated in Nottingham, England by Imperial Tobacco and sold all through India