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In developing its marketing campaigns, the tobacco industry builds on over 80 years of experience of successful gender sensitive and specific marketing to women in HICs.73 In the early 20th century, cigarette companies in HICs learnt that cultural mores may be shifted by design to engineer the consent of women smokers.74 Numerous studies have shown that global advertising to women seeks to link smoking to desirable female attributes such as independence, modernity, glamour, stress relief and weight control.28 73 75 76 Increasingly in LMICs, upscale young women feature in cigarette advertisements

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