Tobacco Industry’s Strategies Since Ban of “Mild” and “Low” Labels

by Emilia Dunham

Program Associate

Reporting from the Family Smoking Prevention and Tobacco Control Act: Regulatory Science and the Tobacco Industry at Harvard School of Public Health

With ban of “light”, “low” and “mild” bans, does that mean sales with decrease or that consumers will not be able to identify them? Dr. David Hammond (University of Waterloo) says absolutely not through recent studies of smokers in light of new regulations.

New advertisement schemes

Despite their brand loyalty even smokers, bipartisan congressional representatives are largely in favor of actual reduction of nicotine and harmful chemicals rather than marketing their products as such without the science behind it.

As you can see Marlboro Ultra lights have a lighter color

The reason for that is because tobacco companies have caught on by just changing the colors of the packaging so that lighter colors like light green, silver or light blue will replace “light” or “low tar”. The majority of consumers understood the differences and maintained loyalty to their products.

To understand this, the Campaign for Tobacco Free Kids has great resources on what the tobacco industry is doing, how to identify and track those tactics to better educate the public and combat the industry’s slyness.

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