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A Philip Morris exec once wrote, hitting the youth can be more efficient even though the cost to reach them is higher, because they are willing to experiment, they have more influence over others in their age group than they will later in life, and they are far more loyal to their starting brand. Quote taken from Tobacco Explained.

We simply mean to say the value of a product typically increases as its scarcity increases along with it

Labeling and Product Information Original products always provide full details: clear nicotine warnings, manufacturer information, and a complete ingredient list

However, Michigan spent only $1.6 million on tobacco prevention and cessation efforts