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Brand switching is a probable unintended consequence of communications that show differences in smoke chemicals between brands

Tobacco seriously harms your health

[14] In response, Robin Sommers, the CEO and majority owner of Santa Fe Natural Tobacco Company, stated that "Native Americans are not a target market for American Spirit", stating that the use of this imagery was due to the company's goal to bring tobacco usage more in line with a perceived "moderation" by Indigenous peoples in the 15th century and that proceeds from sales support Native communities

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The majority of brands offer 20s or 25s, often both, while brands from the budget end of the market also tended to offer large pack sizes