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Lars-Erik Rutqvist, senior vice president of scientific affairs at smokeless tobacco maker Swedish Match, said the frustration lies in "the fact that it takes so long and there's no explanation why." "I think there's suspicion within industry that this is how it's going to be in the future and this is more or less a way of punishing the industry," Rutqvist said

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Memes as Emotional Shorthand The smoking meme functions as what linguists might call an indexical sign a symbol that points directly to an emotional state without requiring explanation

In Australia, that works out to about 15,000 deaths per year