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Although each company still sought an advantage over its competitors, the new health evidence threatened the future of the entire industry. Prominent public relations firm Hill & Knowlton concluded on behalf of the industry as a whole that health claims were considered to be no longer viable. Liggett & Meyers, the only company to decline participation in this joint industry program, ran the last ad to feature notable reference to doctors in 1954a slyly oblique celebrity endorsement from Hollywood star Fredric March with the tagline, L&M Filters Are Just What the Doctor Ordered. Would you like to support Flashbak

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One of the most iconic ads of the era is American Tobaccos 20,679 physicians campaign for Lucky Strikes, which started in 1930

Studies indicate smokers try to quit eight times on average before they are finally successful

Ready-made cigarette packages must have rotating graphic health warnings covering 85% of the front and back

Also, Song et al