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3. 1968-1970 



Tht launching of the FTC's testing program was followed by the tobacco 

 industry's use of FTC findings — which were later found to be inaccurate 

 (see section 0) -- for coiBpetitive advertising purposes, with each 

 coapany trying to outdo the other by producing the lowest yield but 'best 

 tasting' cigarette on the market. This marketing strategy further 

 reinforced the public belief that low tar and niCv'.i.ie dg&rettci were 

 safer. 



a. Advertising Thetnes; Late 1960s to Early 1970s 



The following are descriptions of advert isenents which appeared between 

 1969 and 1971: 



"Vantage addressed soae of Its ads 'To every cigarette saoker who 

 enjoys good taste but who's concerned about 'tar.' 



"Pall Mall asserted that 'U.S. Government figures show Pall Mall 

 Gold 100s (at 19 ag.) lower in 'tar' than the best-selling filter 

 king (at 21 mg).' 



-The Philip Morris Multlfilter was claimed to be 'lower in tar than 

 95 percent of all cigarettes sold.' 



'lark continued Its reference to 'gas', pushing the health theme 

 very hard with the phrase 'Tell someone you like about Lark's Gas- 

 Trap filter.' For example, one ad showed a woman kissing her 

 husband's balding head. In the text, it said: Maybe your husband 

 already knows that almost 90 percent of cigarette smoke Is gas. 

 And, that Lark's Gas-Trap filter reduces not only 'tar' and 

 nicotine, bus gases as well. But you can still tell him a thing or 

 two. For Instance: Lark's Gas-Trap filter reduces certain of those 

 harsh gases by nearly twice as much as any other filter on any other 

 popular brand.' " "Other Lark ads called it 'The Gas Mask;' showed 

 scowling faces at the question 'Just what does gas in cigarette 

 smoke taste like;' and called the filter the 'S.S. Gas-Trap,' 

 claiming that It 'uses the same type of charcoal to scrub smoke as a 



