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The tobacco industry had to respond to reassure existing and potential customers

According to Bourdain, the most disgusting thing he has ever eaten is a Chicken McNugget, though he has also declared that the unwashed warthog rectum he ate in Namibia and the fermented shark he ate in Iceland are among "the worst meals of [his] life." This outgoing, adventuresome aspect of Bourdain's personality is his calling card, and has gotten him to where he is today

Moreover, some experts have also noted the ads have sort of a reinforcing effect among young people, presenting smoking as the cool, rebellious thing to do, inevitably making people more interested in smoking

For example, some service users talked about still smoking the occasional cigarette and this was seen as a failure, but pharmacists were able to re-frame this as merely a lapse or 'a bump along the road' towards quitting