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TABLE Of CONTENTS 

 111. TAILE or MmOtlTIES 

 I. PfKLIMINARY STATEMENT 

 II. STATOCNT OF FACTUAL GROUNDS 



A. Introduction 



B. C1g«r«tte Mtrketing Strategy and Health dalas 



C. Historical Overview: A Chronology of Cigarette Advertising 

 and the OevelopKnt of Low Tar. and Low Nicotine CIgarctUs 



1. Prior to the 1964 Surgeon General's Report on Saoklng and 

 Health 



2. 1964 - 1967 



a. Advertising Thems: Mid 1960s 



b. Oevelopaent of Low Yield Cigarettes 



c. Consumer Perceptions 



d. FTC Testing 



e. Fairness Doctrine 



3. 1968 - 1970 



a. Advertising Thenes: Late 1960s to Early 1970s 



4. 1970s 



a. Advertising Themes: Early to mid 1970s. Mid to Late 

 1970s 



b. Publicity on 'Safe* Smoking Levels Not Based on Fact 



c. Claim "Lowest* Repeated By Various Brands 



5. Late 1970s to Early 1980s 



a. Public Impression of Reduced Tar and Nicotine 



b. Advertising Theiies: Late 1970s to Early 1980s 



6. Early to Mid 1980s 



a. Advertising Themes: Early to Mid 1980s 



7. Mid to Late 1980s 



a. Advertising Themes: Current 



b. Current Advertising Practices 



0. Hazards of Low Tar and Low Nicotine Cigarettes and Why Health 

 Clalas arc Misleading 



1. Compensatory Smoking 



2. Additives 



3. Misrepresentation of Tar and Nicotine Content 



4. Harmful Components of Tobacco Smoke Other Than Tar and 

 Nicotine 



5. No Reduction in Disease Risk 



