treaty4news entrepreneurial scientists Today it seems like a joke but for almost years the Colombian soccer championship was sponsored by a cigarette brand It was the Mustang Cup which had to change its name in after the enactment of the antitobacco law which prohibits the sponsorship of sporting and cultural events by tobacco companies Despite this milestone in public health in Colombia one in ten people smokes and diseases caused by tobacco continue to claim victims The law should be reformed but despite the recommendations that the National Labeling Committee gives to the Ministry of Health Congress has not done so The research group of the Laboratory of Psychophysiology and Behavior LPC of the University of the Andes is part of the Committee and has carried out more than studies where they measure how smokers nonsmokers and even exsmokers react with different pack designs seeking to avoid cigarettes.