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Swauger warned that, if the FDA were to go as far as banning colors, consumers wouldnt be able to distinguish between brands, and manufacturers could be limited to one type of cigarette per brand because theyd have no other way to distinguish their products

Ill ask for Newport Light 100s, and Ill let them decipher it, said 52-year-old Joe McKenna, a teacher and longtime smoker from Pearl River, N.Y., whose brand made by Lorillard Inc

The marketing may be slightly more transparent now, but there are lots of other kinds products where similarly misleading trends may be afoot

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Colors shape perceptions of risks on all products, Hammond said