250 



- 6 - 



nicotint dfirtttts represents a continuation of that strategy. The New 

 York Staf Journal of Medicine is one source which has recognized this 

 strategy; 



"Even though the cigarette companies have never publicly 

 acknowledged any lasting harm attributed to their product, they have 

 always attempted to portray various brands as safer and healthier 

 than others." ^ 



The reduction of tar and nicotine level* In cigarettes has been carried 

 out gradually by cigarette manufacturers over tiM. The average cigarette 



saokcd In America In L982 yielded 12. 5 milllgraas of tar and .92 mq 

 nicotine, ^ whi le it had yielded 43 mg. tar and 2.8 mo. nicotine In 

 1955 *. The average tar yield dropped to 23.1 mg in 196>t, "when tht 

 first Surgeon General's Report on Saoking and Health was released, and 

 has been falling consistently since, in response to consuwer demand ." 

 (e^ihasls added) ^ 



Because of health concerns, saokers over the years have purchased and 

 sacked low yield brands in increasing numbers, believing In the safer 

 cigarette notion proaoted In advertising. In 1963, the Tobacco Reporter 

 noted that: 



*Th« avkit share held by low tar brands In the United States has 

 btm cllabing in stairstep fashion, for about a decade. Rising froa 

 an avtra^a share of seven percent in 1971/74 to 34 percent in 1978, 

 th«M IS ag-or-less brands now hold an estiaated 65 percent of the 

 aarket. • (According to Tobacco International , in late 1982, low- 

 tar cigarettes constituted 58.8 percent of the domestic market, 

 while they had held only a 3 percent market share in 1970. ') 

 Such a draaatic rise reflects a gain in popularity even more rapid 

 than that of filter-tipped cigarettes during the Fifties and 

 Sixties.' • 



