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The company is owned by British American Tobacco, the manufacturer of other popular cigarette brands such as Pall Mall, Dunhill, and Lucky Strike

Moreover, a 2000 FTC consent order requires that the Santa Fe Tobacco Company run this disclaimer in any ads that tout how Natural American Spirit cigarettes are additive-free: No additives in our tobacco does NOT mean a safer cigarette. The consent order predates the Family Smoking Prevention and Tobacco Control Act of 2009 that gave the FDA authority to regulate tobacco products advertising that suggests a modified risk

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Discreetness and Privacy: Online purchases offer a level of discretion and privacy that may be preferred by some smokers