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.

Published by Emilia Dunham, MPP, MBA

Emilia Dunham is currently a Project Manager at MassHealth/Department of Public Health, and formerly the Project Manager of the Life Skills project at The Fenway Institute, an HIV intervention study for young transgender women. Emilia worked at Fenway for 7 years, first as a Quality Control and Regulatory Assistant mainly involved with biomedical HIV prevention trials, before serving as the Program Associate for The Network for LGBT Health Equity, a network instrumental in many national LGBT health policy improvements. She is also involved with the Massachusetts Transgender Political Coalition, serving as a Steering Committee member and the Policy Committee Co-Chair, an organization largely responsible for the recent passage of the Trans Rights Bill. Additionally she serves as a member of the Massachusetts Commission on Gay, Lesbian, Bisexual and Transgender Youth, Co-Chair of the Recommendations Committee. Emilia received a Bachelor’s degree from Northeastern University. There she served as President of the LGBTQ student group where she planned programs such as Pride Week, Transgender Day of Remembrance, and AIDS Week. In addition, she advocated for LGBTQ inclusive policies and programming on campus such as a Gender Neutral Housing program, an LGBTQ Center and the expansion of Women’s Studies to Women, Gender and Sexuality Studies. Emilia recently earned a Master of Public Policy and Master of Business Administration in health policy and management from the Brandeis Heller School School for Social Policy and Management.

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