title: Has the tobacco industry evaded the FDA's ban on 'Light' cigarette descriptors?
abstract: BACKGROUND
  Under the Family Smoking Prevention and Tobacco Control Act (FSPTCA), the Food and Drug Administration (FDA) banned the use of "Lights" descriptors or similar terms on tobacco products that convey messages of reduced risk. Manufacturers eliminated terms explicitly stated and substituted colour name descriptors corresponding to the banned terms. This paper examines whether the tobacco industry complied with or circumvented the law and potential FDA regulatory actions.
  
  
  METHODS
  Philip Morris retailer manuals, manufacturers' annual reports filed with the Massachusetts Department of Public Health, a national public opinion survey, and market-wide cigarette sales data were examined.
  
  
  RESULTS
  Manufacturers substituted "Gold" for "Light" and "Silver" for "Ultra-light" in the names of Marlboro sub-brands, and "Blue", "Gold", and "Silver" for banned descriptors in sub-brand names. Percent filter ventilation levels, used to generate the smoke yield ranges associated with "Lights" categories, appear to have been reassigned to the new colour brand name descriptors. Following the ban, 92% of smokers reported they could easily identify their usual brands, and 68% correctly named the package colour associated with their usual brand, while sales for "Lights" cigarettes remained unchanged.
  
  
  CONCLUSIONS
  Tobacco manufacturers appear to have evaded a critical element of the FSPTCA, the ban on misleading descriptors that convey reduced health risk messages. The FPSTCA provides regulatory mechanisms, including banning these products as adulterated (Section 902). Manufacturers could then apply for pre-market approval as new products and produce evidence for FDA evaluation and determination whether or not sales of these products are in the public health interest.
authors.affiliation: Department of Social and Behavioral Sciences, Center for Global Tobacco Control, Harvard School of Public Health, , Boston, Massachusetts, USA.
authors.forename: Gregory N
authors.initials: GN
authors.lastname: Connolly
authors.forename: Hillel R
authors.initials: HR
authors.lastname: Alpert
mesh_terms: D008192:Deception; D005374:Filtration; D040261:Harm Reduction; D006801:Humans; D040541:Marketing / Q000331:legislation & jurisprudence*; D008404:Massachusetts; D011356:Product Labeling / Q000331:legislation & jurisprudence*; D012906:Smoke / Q000032:analysis*; D012907:Smoking; D019460:Tobacco Industry / Q000191:economics / Q000331:legislation & jurisprudence*; D062789:Tobacco Products / Q000191:economics; D014481:United States; D014486:United States Food and Drug Administration
chemical_list: D012906:Smoke
keywords: Packaging and Labelling; Public Opinion; Public Policy; Tobacco Industry