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May 18, 2005

Tobacco Brand Appearances in Movies Before and After the Master Settlement Agreement

Author Affiliations

Letters Section Editor: Robert M. Golub, MD, Senior Editor.

JAMA. 2005;293(19):2337-2342. doi:10.1001/jama.293.19.2341

To the Editor: Product placement in movies has long been used to promote cigarette sales and brand awareness.1 The November 1998 Master Settlement Agreement (MSA) between state attorneys general and major tobacco companies prohibits payment for tobacco brand placement in movies.2 To evaluate whether the MSA has affected the number of tobacco brand appearances (TBAs) in movies, we analyzed the top 100 US box-office films per year for 1996-2003.