270 



26 



sutaHrInt uses to clean air.' and stating that, "If you like the 

 taste of g«s, youMl hate the taste of Lark." 



'True also focused on the health thetne, stating that it was 

 America's most popular reduced tar and nicotine cigarette. Like 

 Lark, it stressed Its patent. One ad claimed that 'True is lowest 

 In both tar and nicotine of the 20 best-selling brands. Lower, 1n 

 fact, than 99 percent of all other cigarettes sold.' 



"Carlton claimed that 'Latest U.S. government figures show Carlton 

 stin lowest In 'tar' of all regular filter kings tested.' Its 

 advertising played a confusing numbers gaw. with claims like: Two 

 packs of Carlton have less 'tar' than one pack of any leading filter 

 king. Three packs of Carlton have 'ess 'tar' than one pack of the 

 •;, "low tar' cigarette. A whole carton of Carlton has less 

 than three packs of the largest selling filter king. Four 

 rf'7'-' of Carltoh have less 'tar' than one pack of the largest 

 sJ'Ing filter king. 



"P ul cigaret ss were Introduced by R.J. Reynolds as having 'the 

 filter system you'd need a scientist to explain.' ** 



4. 1970s 



Effective January 2, 1971 under the Public Health Cigarette Smoking Act 

 of 1970, all radio and television advertising for cigarettes was banned. 

 "An unintended consequence was that television stations were relieved of 

 their responsibility to provide time for Fairness Doctrine antlsmoking 

 advert IseoMnts. For a period of time, cigarette companies circumvented 

 the ben by tdvtrtlsing 'little cigars' on television, causing sales to 

 soar until this practice was outlawed." ^^ 



In 1970, Congress amended the Federal Cigarette Labeling and Advertising 

 Act to require the cigarette package health warning to read: "Warning: 

 The Surgeon General has Determined that Cigarette Smoking Is Dangerous to 

 Your Health." Under a voluntary agreement entered Into by most of the 



