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If they draw an emotional response from viewers -- say, the sort of emotional response that a 1991 JAMA article found the cartoon image of Joe Camel had on children (they were more likely to recognize Joe Camel than Mickey Mouse or Fred Flintstone) -- theyre compelled speech. One measure that experts actually use to determine whether a public health campaign will be effective is called avoidance: Do consumers look away, cover up, turn the channel, rather than look at a public health message

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Rather than resorting to punitive measures, public health initiatives should prioritize education, harm reduction, and support for smoking cessation

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