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District Judge James Browning, lawyers for Santa Fe Natural Tobacco, the company responsible for Natural American Spirit, countered that disclaimers on the cigarette packs and in print advertising show the company is not trying to mislead the reasonable consumer. The disclaimer on the pack says, No additives in our tobacco does NOT mean a safer cigarette. The message on print ads says Organic tobacco does NOT mean a safer cigarette. Those warnings are the result of a consent order with the Federal Trade Commission in 2000

The binder also helps control the burn of the cigar since the filler is usually cut for flavor, not an even burn

The main slogan of one such campaign was Experience is the best teacher. In this series of advertisements, RJ Reynolds explained that the cigarette shortage created by the war had forced many to smoke whatever brands were available, and this experience, they claimed, had made the superiority of Camels quality clearly evident