Trying to stay a step ahead of scheming tobacco companies could leave the Food and Drug Administration as breathless as a three-pack-a-day smoker in aerobics class.
The Family Smoking Prevention and Tobacco Control Act which came into force on June 22 , and among the provisions is a federal ban on the word “light” or “mild” or “low” or any term that lulls smokers into thinking those cigarettes are safer than others.
They’re not. No matter the labeling, they’re still assassins, 20 to a pack, although studies have shown that smokers believe “mild” cigarettes are less deadly.
So, to maintain their grip on the nicotine-addicted who smoke these cigarettes, tobacco companies are lightening colors on packaging to convey a “light” brand of cigarettes. They’re using light hues of blue, gold, silver and orange. Marlboro Lights, for instance, will become Marlboros in a gold box.
Lighter colors equal lighter cigarettes. Get it?
A tobacco spokesman says the packaging merely alerts consumers to a certain “smoking experience,” but that’s a (cough, cough) smokescreen. The new packaging is a transparent attempt to evade the law and mislead consumers. Once again, big tobacco is showing its true colors.
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