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The rooster that dominates the United States Smokeless Tobacco Company's (USSTC) advertisement that adorns this month's cover serves as a wake up call to those involved in the debate about the use of snus or smokeless tobacco as a potential harm reduction tool. The ad serves as a reminder that this debate cannot take place in the abstract or assume that the manufacture, marketing, regulation, or use of snus will take place in environments identical to those that exist in Sweden. It should also not be assumed that smokeless tobacco manufacturers share our public health goals. They do not, as this ad vividly demonstrates.
This advertisement ran in a magazine read by millions of American teens at the time that the USSTC was preparing to request the US Federal Trade Commission to give its approval for...