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• Youth interpret cigarette pack-colors in line with industry-intended associations. • Product-packaging restrictions may be circumvented by use of colors that misrepresent product harms. • 43.2% of participants attributed extra strong to the black cigarette pack. • 35.6% of participants ascribed rich to gold . • 31.1% of participants ascribed menthol to green .
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McKelvey et al. (2019) studied this question.
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