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The FDA and Natural American Spirit cigarettes have been locked in a legal battle for a couple of years now over the brands advertising that its tobacco is natural and additive-free. The FDA reached an agreement (secretly, apparently) with American Spirit that allows the brand (owned by Santa Fe Natural Tobacco Company which is not an independent company, its actually a wholly-owned subsidiary of RJ Reynolds) to keep Natural in its name, but that it must stop all advertising that its tobacco is additive-free

Brand strategy direction: KT&G will continue to strengthen its brand competitiveness by satisfying diverse consumer needs

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Thankfully, e-cigs can address many of these issues