The new law is an attempt to deter those 20 years of age and younger from being able to purchase the products.
Similar to other brands of chewing tobacco, advertisements for Copenhagen are primarily aimed at rugged, outdoorsy men and young boys
Field Crops: 2007 and 2002, 2009, Volume 1, Chapter 2: State Level Data, p
The intention is to display ads that are relevant and engaging for the individual user and thereby more valuable for publishers and third party advertisers
However, research papers from smaller cohorts in India show significantly higher rates of tobacco use in those with mental health condition, and similar to the rest of the world, patients with Schizophrenia are amongst the highest tobacco users in India as well