The tobacco industry never backs down.
Social media detective work started to reveal a few consistent themes. Whenever Marlboro branding appeared in the frames of otherwise innocuous pictures, the hashtag #IDecideTo would too, slotted in at the bottom of the post. Similarly, any picture prominently featuring Lucky Strike would be equipped with #LikeUs_Party. They also appeared to be region-specific, with the most common hashtags in, for example, Brazil – #AheadBR, #Quemtepira, #TasteTheCity and #Readytoroll – used by British American Tobacco to advertise Kent, Dunhill, and Lucky Strike.