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It is the only major cigarette brand that makes the claims natural, organic and additive-free. Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative found that nearly 64 percent of Natural American Spirit smokers inaccurately believe the cigarettes are less harmful than other brands

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This trend has been declining since 2021, although note that the structure of the question changed substantially between 2022 and 2025