275 



- 31 - 



-Pali Mtll used conp&ratlve advertising to claim that It was 'lowest 

 In tar of all the lights,' claimed to have '45 percent less 'tar' 

 than the best selling filter king,' and that a smoker cou'd lose 

 2.800 mg. of tar per week by switching to Pall Mall Extra Mild 

 (based upon a two pack a day smoker)." 



"Tareyton continued its 'rather fight than switch' advertising" 

 campaign, and touted the filtering efficiency of Its activated 

 charcoal filter, noting that the same substance was used to filter 

 air in World War I gas masks, submarines, spacecraft and auto 

 pollution control devices. 



"Kool Super Lights were Introduced, emphaslzlro Ic ttr. 



"Iceberg lOOs were claimed to be 'lowest In tr- of f^^ mer.thc? 100s. 



"Decade cigarettes were IntroduciKi as being thf first 'total system' 

 cigarette providing low tar and good taste.* ^'^ 



b. Publicity on "Safe* Smoking Levels Not Based on Fact 



Tobacco industry efforts to communicate to the public the Idea that low 

 yield cigarettes prevent the onset of disease associated with smoking 

 received a boost from two articles published In the late 1970s on 

 supposedly safe smoking levels, both authored by the deputy director of 

 cancer prevention at the National Cancer Institute, Gio Batta Gori. 

 Published in Decem6«r 1976, Gori's article in Science magazine, entitled 

 *LoH Risk Clgtrtttes: A Prescription,* 'purported to estimate the safe 

 levels of exposure to certain components in cigarette smoke." ^ 



In its September 15, 1978 issue, J AHA published another article by Gori. 

 One month before It appeared, the "purported results" were given broad 

 publicity. The publicity was criticized by JAMA's editor, William R. 

 Barclay, MO, who described the finding as "of 'small benefit' to 



