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Reality Check aims to expose the tobacco industry and
de-normalize and de-glamorize tobacco use
and tobacco imagery on screen

Big Tobacco has known the power of the media for decades and has a long history with the entertainment industry. The tobacco industry uses tobacco imagery and brand identification on screen to both normalize and glamorize tobacco use.

Teens consume more media than ever, watching an average of almost 11 hours of media in any given day. The media youth consume is often completely unregulated, giving the tobacco industry direct access to teens’ daily lives.