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O:\BAI\BAI98.222
S.L.C.
7
1
(16) Through advertisements during and spon-
2
sorship of sporting events, tobacco has become
3
strongly associated with sports and has become por-
4
trayed as an integral part of sports and the healthy
5
lifestyle associated with rigorous sporting activity.
6
(17) Children are exposed to substantial and
7
unavoidable tobacco advertising, that leads to favor-
8
able beliefs about tobacco use, plays a role in leading
9
young people to overestimate the prevalence of to-
10
bacco use, and increases the number of young people
11
who begin to use tobacco.
12
(18) Tobacco advertising increases the size of
13
the tobacco market by increasing consumption of to-
14
bacco products including increasing tobacco sales to
15
young people.
16
(19) Children are more influenced by tobacco
17
advertising than adults, they smoke the most adver-
18
tised brands, and children as young as 3 to 6 can
19
recognize a character associated with smoking at the
20
same rate that they recognize cartoons and fast food
21
characters.
22
(20) Tobacco company documents indicate that
23
young people are an important and often crucial seg-
24
ment of the tobacco market.
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