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<p class="MsoNormal"><b><a href="http:/tobaccocontrol.bmj.com/content/early/2018/02/19/tobaccocontrol-2017-053950.full"><span style="font-family:"Verdana",sans-serif">Article: Tobacco industry misappropriation of American Indian culture and traditional tobacco</span></a></b><o:p></o:p></p>
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<p class="MsoNormal"><b><span style="font-family:"Arial",sans-serif"></span></b><b><span style="font-family:"Verdana",sans-serif">Abstract</span></b><span style="font-family:"Arial",sans-serif"></span><o:p></o:p></p>
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<p class="MsoNormal"><span style="font-family:"Verdana",sans-serif">Objective Describe the extent to which tobacco industry marketing tactics incorporated American Indian culture and traditional tobacco.<br>
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<b>Methods</b></span><o:p></o:p></p>
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<p class="MsoNormal"><span style="font-family:"Verdana",sans-serif">A keyword search of industry documents was conducted using document archives from the Truth Tobacco Documents Library. Tobacco industry documents (n=76) were analysed for themes.<br>
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<b>Results<br>
</b>Tobacco industry marketing tactics have incorporated American Indian culture and traditional tobacco since at least the 1930s, with these tactics prominently highlighted during the 1990s with Natural American Spirit cigarettes. Documents revealed the use
of American Indian imagery such as traditional headdresses and other cultural symbols in product branding and the portrayal of harmful stereotypes of Native people in advertising. The historical and cultural significance of traditional tobacco was used to
validate commercially available tobacco.<br>
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<b>Conclusions</b></span><o:p></o:p></p>
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<p class="MsoNormal"><span style="font-family:"Verdana",sans-serif">The tobacco industry has misappropriated culture and traditional tobacco by misrepresenting American Indian traditions, values and beliefs to market and sell their products for profit. Findings
underscore the need for ongoing monitoring of tobacco industry marketing tactics directed at exploiting Native culture and counter-marketing tactics that raise awareness about the distinction between commercial and traditional tobacco use. Such efforts should
be embedded within a culturally sensitive framework to reduce the burden of commercial tobacco use.</span><o:p></o:p></p>
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<p class="MsoNormal"><b><span style="font-family:"Arial",sans-serif"></span></b><b><span style="font-family:"Verdana",sans-serif">Correspondence to: </span></b><span style="font-family:"Verdana",sans-serif"><br>
<span style="color:#333333;background:white">Joanne D’Silva, Research Department, Clear Way Minnesota, Minneapolis, MN 55425, USA; <span class="em-addr"><a href="mailto:jdsilva@clearwaymn.org"><span style="color:#2A6EBB;border:none windowtext 1.0pt;padding:0in;text-decoration:none">jdsilva@clearwaymn.org</span></a></span></span>
</span><span style="font-family:"Arial",sans-serif"></span><o:p></o:p></p>
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<p class="MsoNormal"><i><span style="font-size:10.0pt;font-family:"Verdana",sans-serif;color:#134F5C">Terresa White, Program Specialist, Community Coordinator</span></i><o:p></o:p></p>
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<p class="MsoNormal"><i><span style="font-size:10.0pt;font-family:"Verdana",sans-serif;color:#134F5C">Multnomah County Health Department, Environmental Health Services<br>
Tobacco Control and Prevention Program</span></i><o:p></o:p></p>
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<p class="MsoNormal"><i><span style="font-size:10.0pt;font-family:"Verdana",sans-serif;color:#134F5C">Desk Phone: 503.988.7486</span></i><o:p></o:p></p>
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<p class="MsoNormal"><i><span style="font-size:10.0pt;font-family:"Verdana",sans-serif;color:#134F5C"><a href="mailto:terresa.white@multco.us" target="_blank">terresa.white@multco.us</a></span></i><o:p></o:p></p>
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