277 



33 - 



'toleraBit' 1ev«l of risk of cancer or other disease. " ^^ The article 

 pointed out, however, that Or. Arthur Upton, director of the cancer 

 Institute. Issued a more "cautious statement ... saying our present 

 knoMledge does not permit us to establish any levels below which smoking 

 (Bight be safe." ^^ Gorl, In the article, was quoted as saying, "i am not 

 calling any cigarette safe. The only cigarette that is safe Is the 

 cigarette that Is not lit." '^ 



c. Clalai 'Lowest* Repeated By Various Brands 



"The advertising of at least eight cigarette brands used the word 

 'lowest' prominently In their advertising... (froa the mid 1970s through 

 the aid 1980s), referring to tar and nicotine content. ...These ads ... 

 substantially contributed to consuner confusion over which cigarette 

 really was lowest 1n tar and nicotine.... A confusing numbers game was 

 being played in which comparison advertising could be used to pick 

 certain competitor brands to use the word 'lowest' and. In a technical 

 sense, be telling the truth." ^^ 



5. Ltf I970t to Early 1980s 



Health claims, while more discreet, have been prominently featured In 

 cigarette advertisements of the late 1970s and the early 1980s. 



"The advertising themes of this period were far more sophisticated 

 tKan those of earlier eras. The phrase 'Now n Lowest' is much less 

 direct than the promise 'Kent provides the greatest health 



