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This puts NJOY in a bind

Press' Film Role Offers Taste of GR's Star Power"

"Tobacco remains quasi-ubiquitous in French films," the League reports, adding that through 2021 smoking gets 2.6 minutes of screen time on average per filmthe equivalent of six adverts. Nearly half a century since stars like Jeanne Moreau and Brigitte Bardot lit up seductively during the French New Wave, some 90% of 150 films from 2015 to 2019 surveyed by the League contained a smoking event. The glamorization of smoking counts as a factor in the high numbers of people still taking to smoke from a very young age

The most important consideration is the cost