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Joe Camel beware as doctors strike back

BMJ 1996; 313 doi: (Published 30 November 1996) Cite this as: BMJ 1996;313:1349

The American Medical Association has launched a Superman-like cartoon hero, the Extinguisher, whose mission is to educate young children about the dangers of smoking before they start. The association hopes the campaign will rival those of cigarette manufacturers, which are increasingly targeting advertising at the young.

Smoking rates among the young continue to rise in the United States and are at their highest for 16 years. Six year olds are more familiar with the character advertising Camel cigarettes—Old Joe Camel—than with …

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