281 



37 - 



-Oor«l continued Its clalu to b« the best-tasting low tar cigarette. 



"Real continued use of macho men, with the slogan 'the smoking man's 

 low tar.' 



"Triumph cigarettes were introduced with veiled references to 

 scientific breakthroughs and comparison advertising to claim to be 

 best tasting low tar cigarette. 



"Cambridge cigarettes were Introduced claiming 'No cigarette ls lower 

 In tar or nicotine,' and 'the lowest tar ever.' 



"The claim was made that Barclay cigarettes were '99t tar fm.' 

 (This claim was protested by other -.Igarette companies ♦■o *^-- ;\^i,.. . 

 Trade Coimisslon on the grounds that the Barclay flit:.* '' '' d' '"* 

 testing devices because its air vants were covered up by th- Up; In 

 human smokers, but were left ope.i on the machines.) The 1ntr'r-'uc*lon 

 of Barclay was one of the most expensive product 1ntrod'":t1ons 1n 

 cigarette history. 



"One Camel ad depicted Camel Lights as being 'the solution' to tht 

 problem of reduced taste in low tar cigarettes. 



"L&M continued to use government reports and comparison advertising 

 to claim it was the lowest tar In Its category. 



"Parliament continued the emphasis on Its recessed filter. 



"Pall Mall promised 'a third less tar than the leading filter 85s.' 



"Tareyton Lights were Introduced with the theme 'Us Tareyton smokers 

 would rather light than fight'... Comparison advertising was used to 

 make the point that Tareyton had the best filter, with Its activated 

 charcoal. 



"Arctic Lights were Introduced." ^ 



6. Early to Hid 1980s 



In 1980, a Roper survey showed that 36 percent of those questioned 

 believed that: "It has been proven that smoking low tar and low nicotine 

 cigarettes does not significantly increase a person's risk of disease over 

 that of a nonsmoker." Another 32 percent said they weren't sure. Thus 



