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As it happens, Friday is also the deadline for petitions to be filed with the Supreme Court asking it to hear appeals from the 2006 conviction of tobacco makers for racketeering in making fraudulent claims about light cigarettes. According to Professor Connolly of Harvard,[link widoczny dla zalogowanych], the tobacco industry has known for at least a decade from World Health Organization actions that words like “light” would eventually have to come off the boxes, giving it time to prepare the other visual cues on packaging.
He shared with The New York Times a set of marketing materials about the new color system that he said had been given to him by people working in the tobacco industry.
The color coding, Professor Connolly said, is red and dark green for regular and menthol; blue, gold and light green for light cigarettes; and silver and orange for ultra lights.
“The myth of safer cigarettes is perpetuated,” Professor Connolly said. “Light cigarettes unleashed a monster.”
But rather than fight over shading and coloring on the packages,[link widoczny dla zalogowanych], he urged the F.D.A., using its new authority, to regulate filters and ingredients in those cigarettes to make them taste harsher.
Light cigarettes have a different taste because they are filtered differently and may contain additives, Professor Connolly said. Studies have shown that people who smoke light cigarettes satisfy their nicotine cravings by inhaling the smoke more deeply, smoking more cigarettes and taking more puffs on each cigarette.
Altria said it had used terms like “light” as well as packaging colors to connote different tastes, not safety. But study after study — including ones by the industry disclosed in tobacco lawsuits — has shown consumers believe the terms and colors connote a safer product.
Moreover, adults believe cigarette packs with the terms “smooth,” “silver” or “gold” are also easier to quit than other ones, and teenagers said they were more likely to try them,[link widoczny dla zalogowanych], according to a survey and study published in September in the European Journal of Public Health.
The survey authors, led by David Hammond,[link widoczny dla zalogowanych], a health studies professor at the University of Waterloo in Ontario, called for plain, uncolored packaging.
Matthew L. Myers, president of the Campaign for Tobacco-Free Kids,[link widoczny dla zalogowanych], a Washington advocacy group, said cigarette companies had responded to bans of terms like “light” and “low tar” in at least 78 countries by color-coding their packaging to convey the same ideas.
“If the F.D.A. concludes that either new wording or color coding is misleading consumers,” he said, “then the F.D.A. has authority to take corrective action.”