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This has been recognised by many experts and institutions

Miller Professor of Communication at the Annenberg School, says that these phrases and words can activate beliefs about the brand that are not specifically discussed in the ads themselves, ultimately misleading consumers. While other studies have been conducted about the marketing of NAS cigarettes, this study is one of the first with a rigorous experimental design, allowing for evidence that shows a causal connection between NAS advertising and consumer beliefs

The Government will continue to work closely with charities, tobacco product manufacturers and associated trade bodies to address the issue

The trade-off is a slightly heavier taste that is noticeable particularly at the beginning of a smoke

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