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Rather than simply receiving a company's marketing message, Gen Z increasingly reinterprets it through memes, inside jokes and online culturesometimes becoming as influential as the campaign itself.

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25 Despite advertising legislation and broadcasting regulations in place in the UK, series three of Love Island delivered millions of general as well as branded tobacco impressions both to children and adults in the UK

In the same month, tobacco companies introduced non-menthol cigarettes in California, advertising them with designs highly similar to former menthol cigarette brands, including R.J