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But eventually, the industry stopped blocking warning labels, as long as the labels carried only vague health messages, like that required by a 1965 Act: Caution: Cigarette smoking may be hazardous to your health. And through the rest of the twentieth century, successive generations of public health authorities and politicians around the world fought tobacco companies to place labels on more prominent areas of cigarette packs and make the labels larger and more eye-catching

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However concerns were raised as to whether parents would find the strapline 'give smoking the two fingers' offensive