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Ban on deceptive brand
Ban on deceptive brand descriptors • Many smokers believe the myth that light and low tar cigarettes are safer and easier to quit • Beginning June 22, 2010, The Family Smoking Prevention and Tobacco Control Act of 2009 prohibits tobacco companies from labeling cigarette packs with terms such as “light”, “low”, or “mild” Smokers report belief that ‘light’ meant safer “It is not as harsh as a regular cigarette” “It said “light” and I figured it would be better for me.” “They made it seem like it was less harmful. I would say I was deceived.” Which one do people say is safer? No Difference Lower Risk 53% 8% 39% Easier to Quit 31% 8% 61% Source: Hammond D, Dockrell M, Arnott D, Lee A, Anderson S, McNeill A. Cigarette pack design and perceptions of risk among UK adult and youth: evidence in support of plain packaging. National Cancer Research Institute Conference, 2008 October 5; Birmingham, UK. The Myth of Light and Low Tar Cigarettes Filter ventilation is THE major way standard tar, nicotine, and carbon monoxide yields are reduced VENT HOLES Vent holes in Marlboro Red and Marlboro Lights cigarettes Photographs courtesy of Lynn Kozlowski, PhD People don’t smoke like machines Location of Filter vent holes Air dilution through filter vent holes reduces machine smoked mainstream deliveries. 1. 2. 3. Finger or lip blockage increases mainstream smoke deliveries(1). Air dilution may result in larger or more frequent puffs(2) increasing delivery(3). Kozlowski LT, Rickert WS, Pope MA, Robinson JC, Frecker RC (1982) British Journal of Addiction 77, 159-165. Kozlowski LT, O’Connor RJ (2002), Tobacco Control, 11, i40-i50. Kozlowski LT, Sweeney CT, Pillitteri, JL (1996) Experimental and Clinical Psychoparmacology, 4, 404-408. Effect of vent blockage on machinesmoked deliveries of an Ultra Light cigarette (80% filter ventilation) 1.6 1.4 25 Nicotine 20 Tar 1.2 15 tar (mg/cigarette) nicotine (mg/cigarette) 1 0.8 0.6 0.4 10 5 0.2 0 0 0 50 100 % filter vent blockage 0 50 100 % filter vent blockage Nicotine and tar levels increase ~10x as filter vent holes are blocked No difference in exposure to cancer causing chemicals Urinary NNAL in Smokers of Regular, Light, and Ultra Light Cigarettes Source: Hatsukami, Hecht TTURC – University of Minnesota Cigarette companies change from words to colors • In response to the law, the cigarette companies have replaced the descriptors with new pack colors and numbers communicating the same deceptive message • Many of these changes are extremely subtle, while others are more drastic and have occurred in stages • Regardless of what words and colors are changed on the pack, the cigarettes sold inside of the pack are just as deadly Deception by design “…as one moves down the delivery sector, then the closer to white a pack tends to become. This is because white is generally held to convey a clean healthy association.” Source: Philip Morris, 1990 Observed color-coding scheme Cigarette Strength Full Strength Regular New Colors/Terms used on Cigarette Package RED DARK GREEN (Menthol) BLUE Light GOLD Mild BRIGHT GREEN (Menthol) SILVER Ultra Light ORANGE *Connelly G. Private communication. Feb 2010 Altria is distributing materials to educate retailers and consumers about the upcoming cigarette pack design changes Marlboro cigarette pack design changes code sheet Old Pack “Marlboro Lights” New Pack Identifier “Marlboro Gold Pack” *Connelly G. Private communication. Feb 2010 *Connelly G. Private communication. Feb 2010 Old Pack “Virginia Slims Lights” New Pack Identifier “Virginia Slims Gold Pack” *Connelly G. Private communication. Feb 2010 *Connelly G. Private communication. Feb 2010 Message from Philip Morris USA to consumers: “Your pack is changing. But your cigarette stays the same.” *Connelly G. Private communication. Feb 2010 “Mild” “Amber” *Connelly G. Private communication. Feb 2010 *Connelly G. Private communication. Feb 2010 New pack onserts to keep customers confused (June 2010) Marlboro Lights cigarettes • The evolution of Marlboro Lights packs – First removed words “Lowered Tar & Nicotine” – Then changed descriptor (lightsgold) • 2003 Lights • 2006 Lights • 2010 Gold Pack Marlboro Ultra Lights cigarettes • The evolution of Marlboro Ultra Lights packs – First removed words “Low Tar & Nicotine” – Then changed descriptor (ultra lightssilver) • 2003 Ultra Lights • 2009 Ultra Lights • 2010 Silver Pack Marlboro cigarettes • 2009 Lights Red Ultra Lights • 2010 Red Gold Pack Silver Pack Marlboro menthol cigarettes Lights Menthol Gold Pack Menthol Ultra Lights Menthol Milds Menthol Silver Pack Menthol Blue Pack Menthol Other companies have instituted cigarette pack design changes as well Camel cigarettes (April 2010) Camel menthol cigarettes Camel Menthol Camel Menthol Silver Camel cigarettes—Turkish Line • Camel cigarettes also come in a “Turkish” series that have always used colors to distinguish between types Turkish Royal Turkish Gold Turkish Silver “Rich & Mellow” “Smooth & Mellow” “Extra Smooth & Mellow” Newport cigarettes • 2006 Full Flavor Lights • 2010 Full Flavor Menthol Gold Salem cigarettes • The evolution of Salem packs – First changed color (greensilver) – Then changed descriptor (ultra lightssilver box) • 2006 Ultra Lights • 2009 Ultra Lights Silver Box Salem cigarettes • 2006 Full Flavor Lights Ultra Lights • 2009 Box Gold Box Silver Box Misty cigarettes • The evolution of Misty packs – First changed design (rainbowwave) – Then changed descriptor (ultra lightssilver) Menthol Ultra Lights Slims • 2006 Menthol Ultra Lights Menthol Silver • 2009 Misty cigarettes • 2006 Lights Slims Menthol Lights Slims Menthol Ultra Lights Slims Misty cigarettes • 2009 Rose Blue Menthol Silver Menthol Green Pall Mall cigarettes • 2006 Filter Lights Ultra Lights • 2009 Red Blue Orange Monarch cigarettes • 2006 Full Flavor Red Lights • 2009 Gold Blue Ultra Lights Menthol Menthol Menthol Lights Menthol Gold Capri cigarettes • 2006 Filter Super Slims * Lights Menthol Super Slims * Lights • 2009 Magenta Menthol Indigo Violet Menthol Jade Gold Coast • 2009 RED GOLD MENTHOL GOLD BLUE Note: There is no gold color in the design of the pack Winston cigarettes (April 2010) In the end… • Tobacco companies are simply removing the banned terms of “light”, “mild”, and “low” from packs and replacing them with different colors • Studies have found that cigarette pack design variations, including descriptor terms and pack color and shading, communicate subtle but important messages to smokers and nonsmokers about inferred risk • Plain packaging should be considered to eliminate this type of subliminal communication Maansi Bansal-Travers, PhD, MS June 2010 Department of Health Behavior Roswell Park Cancer Institute Maansi.Travers@roswellpark.org
