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Nik Modi, a tobacco industry analyst, concedes that prohibiting terms like "light" and "low-tar" will hardly affect the tobacco market because smokers have already "become acclimated to color-coding." [26] European Union [edit] The 2001 European Directive on Tobacco Products, which banned the use of terms such as "light", "mild" and "low-tar" with regards to tobacco products, was the first major piece of legislation from the European Commission regarding tobacco control

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Tottman wonders about positive reinforcement, and a couple of other researchers are also moving beyond scolding and into humor