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April
29, 2003 PHILIP MORRIS
DROPS ITS “LOW-TAR” LABEL
In mid-April, Philip Morris
USA announced that it would no longer put "lowered
tar and nicotine" labels on its "light" cigarette products.
The change comes after an Illinois Circuit Court judge ruled that the
company should pay $10.1 billion in damages for misleading consumers
about the health risks of light cigarettes. Philip Morris spokesperson Brendan McCormick says that the company had
made up its mind to remove the label before the ruling, and that some
light cigarette packages are already available without the label. The
decision to remove the label was prompted by a 2001 Institute of Medicine
report on so-called reduced-risk tobacco products, according to Philip
Morris. Despite research showing that light cigarette smokers inhale about the
same amount of tar and nicotine as regular-brand smokers, many smokers
still believe that the light label implies a healthier product, as a
recent study by researchers at the University of California, San Diego
suggests (http://www.hbns.org/news/strategy12-04-02.cfm). The class-action lawsuit, filed against Philip Morris on behalf of 1
million Illinois smokers, claimed that the company promoted its light
cigarettes as a less harmful alternative to regular cigarettes, despite
knowing about research to the contrary. "There is little controversy about whether the tobacco companies'
conduct in selling 'light' cigarettes has been deceptive, and it seems
very probable that they will have to pay back consumers in several states," said
Mark Gottlieb, an attorney for the Tobacco Products Liability Project. To read the IOM report on reduced risk tobacco products, go to http://search.nap.edu/openbook/0309072824/html/.
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