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The alchemy of Marlboro: transforming ‘light’ into ‘gold’ in Mexico
  1. James F Thrasher1,2,
  2. David Hammond3,
  3. Edna Arillo-Santillán1
  1. 1Departamento de Investigaciones sobre Tabaco, Centro de Investigación en Salud Poblacional, Instituto Nacional de Salud Pública, Cuernavaca, México
  2. 2Department of Health Promotion, Education and Behavior, Arnold School of Public Health, University of South Carolina, USA
  3. 3Department of Health Studies and Gerontology, University of Waterloo, Canada
  1. Correspondence to Dr James F Thrasher, Department of Health Promotion, Education and Behavior, 800 Sumter Street, Room 215, Arnold School of Public Health, University of South Carolina, Columbia, SC 29208, USA; thrasher{at}

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In fulfilling its obligations under Article 11 of the FCTC treaty, Mexico has passed federal regulations and joined a growing list of over 50 countries that have prohibited ‘light’ and ‘mild’ brand descriptors on cigarette packaging. Starting in September, the regulations will also require pictorial warning labels on the upper 30% of the cigarette package and text-only warnings on 100% of both one side and the back of the package. This legislation also prohibited outdoor and point of purchase advertising, which has led to cigarette pack displays …

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  • Competing interests None.

  • Provenance and peer review Not commissioned; not externally peer reviewed.