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These ads, which reached into the 1980s, presented the cigarette as an accessory for any outfit, featuring fashion-forward models under a slogan advising consumers to Wear a Max today. Further, these Wear a Max ads spoke to feminine concerns with beauty, claiming that the cigarette is long, lean and great looking, insinuating that by smoking an attractive cigarette, the smoker will be attractive, too.

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It included more up-to-date male doctor mortality figures from the British Doctors Study plus female mortality data taken as part of the Million Women Study both of which adjusted for other factors that can affect mortality, like socioeconomic status and physical activity

Effect of smoke-free workplaces on smoking behaviour: systematic review