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However, I worry that safer than cigarettes is often interpreted as safe, and that is not supported by the evidence

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Not until after publication of the Surgeon Generals Report on smoking and health in January 1964 did the insurance industry offer an incentive to lower the cost of life insurance premiums, led by State Mutual of Massachusetts, which was the first company to promote a nationwide non-smokers discount

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Other advertising strategies were in play as well, such as reassuring ads that Druggists and Pharmacists Stand Ready to Help customers buy Chesterfield cigarettes