▁warning ▁labels ▁and ▁would ▁change ▁the ▁ways ▁that ▁the ▁to b acco ▁industry ▁would ▁reach ▁consum ers ▁via ▁advert ising . ▁In ▁April ▁ 1 9 6 4 , ▁with ▁Federal ▁Trade ▁Commission ▁stat utes ▁pending , ▁the ▁to b acco ▁industry ▁would ▁take ▁on ▁a ▁program ▁of ▁self - reg ulation ▁in ▁its ▁advert ising . ▁This ▁program ▁would ▁become ▁known ▁as ▁the ▁C ig aret te ▁Ad vert ising ▁Code , ▁and ▁as ▁Allen ▁Brand t ▁explains , ▁the ▁program : ▁ ▁promised ▁to ▁ban ▁all ▁cig aret te ▁advert ising ▁aim ed ▁at ▁those ▁under ▁twenty - one ; ▁to ▁ban ▁all ▁un pro ven ▁health ▁claims ; ▁and ▁to ▁ban ▁the ▁‘ vir ility ’ ▁theme . ▁It ▁also ▁assured ▁that ▁models ▁under ▁twenty - five ▁years ▁of ▁age ▁would ▁not ▁be ▁used ▁in ▁to b acco ▁ad s , ▁nor ▁would ▁test imon ial s ▁by ▁entertain ers ▁or ▁athlet es ▁be ▁allowed . ▁Finally , ▁the ▁code ▁prohib ited ▁ad s ▁dep ict ing ▁sm oking ▁as ▁‘ ess ential ’ ▁to ▁social ▁prom in ence , ▁distinction , ▁success ▁or ▁sexual ▁att raction . ''' ▁▁ ▁With ▁these ▁reg ulations ▁in ▁place , ▁the ▁to b acco ▁industry ▁could ▁no ▁longer ▁directly ▁market ▁c igare tt es ▁to ▁women ▁as ▁weight ▁loss ▁a ids ▁like ▁they ▁had ▁in ▁the ▁past . ▁R ather , ▁they ▁would ▁come ▁to ▁rely ▁upon ▁more ▁sub vers ive ▁forms ▁of ▁market ing ▁to ▁target ▁women ' s ▁concerns ▁with ▁weight