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Even though some of its health claims might be exaggerated, the campaign is interesting because it follows a trend in which public health organizations attempt to scare smokers into quittingand non-smokers into never startinga tactic that has proven successful in studies analyzing different anti-smoking ad strategies

Smokeless tobacco products are used by 6% of the global population [2]

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In fact, a recent study by the Centers for Disease Control and Prevention found that more than 40 percent of current middle and high school students who smoke use flavored smoking products such as small cigars or menthol flavored cigarettes," Hansen added

BMC Public Health 2011;11: 929