264 



20 



■Ltrt Introduced a 'fortified' three piece activated charcoal 

 filter. The Inpllclt health reassurance in one ad said 'each 

 granule (of charcoal) has S square feet of surface area. Each Lark 

 filter contains nore surface area than 20 of anybody else's ordinary 

 cigarettes. That's because Lark's charcoal is activated. This 

 gives lt miles of ndcroscoplc passageways and tiny pores where 

 substances in smoke can stick. In about 1968, Lark began a major 

 proaotlonal campaign playing on the fear that 'gas' In cigarettes 

 was a major health threat. One ad ran 'Gas in cigarette smoke may 

 be a bigger problem than tar and nicotine... Only lark has the Gas- 

 trap filter. Lark's patented filter reduces certain harsh gases by 

 nearly twice as much as any other popular brand.' 



"Parliament continued to emphasize the recessed filter, which "keeps 

 the filter a neat, clean one quarter Inch away. 



"Carlton cigarettes were 1ntrodu>:cd with an eaphasis on low tar and 

 nicotine content, actually listing tar and nicotine levels on the 

 pack. Ads continued to refer to latest U.S. government figures as 

 proof of Carlton's low tar and nicotine levels. Later ads focused 

 on the cigarette's lightness and mildness. Som Carlton ads 

 Inpllcltly compared the cigarette with another low tar cigarette on 

 the market — True. One woman Is depicted as saying 'I thought my 

 cigarette was lowest in 'tar' but It turned out not to b« true.' 

 Another woman, finding .It wasn't 'true' said 'I'm not kidding myself 

 anymore. ' 



"Tnje used Its low tar and nicotine figures and easy draw to promote 

 Its cigarettes as America's most talked about filter cigarette.' ^^ 



b. Development of Low Yield Cigarettes 



The tobacco industry's efforts to develop and promote a "safer" filter 

 cigarette Mr« evident following the 1964 report. 



"Early r«search was based on the assumption that reduction in tar 

 and nicotine would lead to a less hazardous cigarette. This thesis 

 was accepted by most health professionals and the public. Soon 

 cigarette companies ... began advertising mjaerous brands that 

 claimed to offer less tar and nicotine." ** 



"The first major studies to develop a 'safer' cigarette were supported by 

 the National Cancer Institute. The researchers reported findings that 



