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A letter sent to the CEOs of these companies describes how tobacco manufacturers, including Philip Morris International, British American Tobacco, Imperial Brands and Japan Tobacco International, have conducted social media marketing campaigns that have been viewed billions of times worldwide

What remains constant through all of this is the balance between function and risk

Other advertisements enticed readers to join Juuls launch parties, showing blonde girls donning distressed denim jeans while casually holding a Juul

Here Sinatra and Dean Martin both light up before a recording session, while a playful Sinatra jokingly holds five lit cigarettes at once