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April 3, 1954


JAMA. 1954;154(14):1180. doi:10.1001/jama.1954.02940480032010

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The unauthorized and medically unethical use of the prestige and reputation of the American Medical Association and The Journal in Kent cigarette advertisements currently appearing in the American press and other channels of mass communication constitutes an outrageous example of commercial exploitation of the American medical profession. The implication in these advertisements that the American Medical Association authorizes, supports, or approves any particular brand of cigarettes or combination of claims made in their behalf—whether pygmy-sized or king-sized, with or without filters, nicotinized or denicotinized—provides a most reprehensible instance of hucksterism. The manner in which the P. Lorillard Company has extolled its particular brand of cigarettes by reference in its advertisements to the American Medical Association and The Journal is to be strongly condemned.

On the basis of only one factor isolated from many, the P. Lorillard Company blatantly implies that the efficiency of their brand of filter tip solves the

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