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That's because retronasal olfaction, the process by which aroma molecules travel from the back of your mouth to your nasal cavity, is responsible for a huge part of what we perceive as "flavor." Cigar smoke, like fine wine or gourmet food, is packed with these volatile compounds, and retrohaling is the key to unlocking them

Their claim

This small measure ensures that with every puff, a smoker is reminded of the very real health consequences the filter cannot prevent

But it also allowed the FDA to limit nicotine and banned tobacco companies from sponsoring athletic or social events or giving away free samples or branded merchandise