266 



22 - 



content of clgtrttte smoke, the less harmful would be the effect..." The 

 group recoHKnded to the surgeon general that "action be encouraged which 

 will result In the progressive reduction of the tar and nicotine content 

 of cigarette smoke." *' 



c. Consumer Perceptions 



me ig66 announcement stimulated a substantial change In the way 

 coni.u«ers viewed cigarettes, as descr^ted In a 1986 report of the Public 

 Kealth Service: 



"Consumer demand for low tar cigarettes has Increased steadily since 

 this announcement was released. This change in consumer preference, 

 coupled with stepped up advertising and promotional efforts of the 

 cigarette companies, led to a 39 percent decline In the average tar 

 yield of cigarettes between 1966 and 1981. The decline In tar 

 yields, thus far, has been accomplished by a reduction In yields In 

 j^der brands as well as the -Introduction of new, 'low-tar' brands. 



However, the Public Health Service had warned In 1966 about the danger of 

 communicating to consumers the Idea that smoking could be safe. The 

 service urged that advertising statements be controlled and that the 

 public bt warned about the dangers of smoking in general: 



'Promtion of a low 'tar' and nicotine cigarette might lull the 

 consuMgr into believing that he could smoke this kind of cigarette 

 without any accompanying risk . The presence of the warning label on 

 the package, control over the advertising statements which are 

 permitted, and the continuing educational efforts of public health 

 agencies on this subject should minimize this likelihood." ** 



In May 1967, legislation was Introduced to strengthen the Cigarette 

 Labeling and Advertising Act of 1965 by requiring that all cigarette 



