Reynolds spokesperson Richard Smith says the company’s marketing strategy is directed at adults. “Nothing we do is targeting youth,” he says.
Borzekowski’s team is now studying children’s awareness and understanding of warning labels on cigarette packages. In some European countries, where governments have paired the labels with graphic images, consumer demand for the products has decreased, especially among young people. But tobacco companies are fighting efforts to use similar visuals internationally. "We've gotten rid of the giant billboards. We've gotten rid of Joe Camel. But we've sill got work to do, in the U.S. and globally," Borzekowski says.