Robert Norris dies, image of Marlboro never smoking

Robert Norris, known as the original 'Marlboro Man' used in cigarette brand ads, died at age 90.

Norris passed away at his farm in Colorado Springs, Colorado, on Sunday, China reports.

He left his two sons and two daughters, his 13 grandchildren, and 18 great - grandchildren.

For 12 years, Norris was on tables and magazines such as Marlboro Man, a man dressed in cowboy hats in wild terrain with a cigarette he held in his mouth or hand.

But despite being an image of the inside of cigarettes for more than a decade, Norris never smoked and he eventually left the advertising campaign when he felt he was not setting a good example for his children.