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Dakota controversies

Controversies tied to this brand in public sources. A listing is not a finding of fault.

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  1. 1990

    Controversy over the “virile female” target profile

    Details of Dakota's promotional plan were reported in February 1990. The plan's description of a narrowly targeted “virile female” audience prompted criticism of tobacco companies' use of psychographic profiling and lifestyle marketing. R. J. Reynolds denied specifically targeting young females, but the episode became a prominent example in debates about targeted cigarette advertising.

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