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But if the FDA manages to pull it offif the agency is able to eliminate 90 percent or more of the nicotine from cigarettesit would be one of the most significant political and public health events in decades

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However, as cigarettes were indicted as a class, no such easy substitution was available When Allstate scared the health out of Philip Morris In July 1979, fully 15 years after State Mutual Life Assurance Company of America debuted the first magazine advertisements for a non-smokers discount on life insurance, Leo Burnett, the advertising agency for Philip Morriss Marlboro and Virginia Slims cigarettes, alerted the tobacco company about plans by another of its clients, Allstate Life Insurance Company, to launch a nationwide TV and print media advertising campaign for its new non-smokers discount

William Cahan, a prominent surgeon at Sloan-Kettering, said in May 1989