/ 



341 



- 98 



reduce th« risks of smoking by removing the tar and nicotine, and yet 

 at the same time retain the flavor of the conventional styled 



cigarette. 



Advertisements such as the Vantage ad below began appearing in the 

 market. 



"For years, a lot of people have b-en telling the 

 smoking public not to smoke cigar«ttes, especially 

 cigarettes with high 'tar' and nicotine. Since 

 cigarette critics are concerned about high 'tar' and 

 nicotine, we would like to offer a constructive 

 proposal. Perhaps instead of telling us not to smoke 

 they can tell us what to smoke. For instance, perhaps 

 they ought to recoam«nd that the American public smoke 

 Vantage cigarettes... Vantage gives the smoker flavor 

 like a full-flavor cigarette. But Its the only 

 cigarette that gives him so much flavor with so little 

 'tar' and nicotine." (TIME, 1/8/73) 



The conmion theme, whether stated overtly or whether Implied was clear 

 and remains dear today. If you are going to smoke or even if you are 

 thinking of smoking and have concerns about health risks, you can lower 

 your risks both to your health and to becoming addicted by smoking low 

 tar and nicotine cigarettes. 



It was clearly the Intention of the U.S. Congress that the definition 

 of "drugs" under the Food, Drug, and Cosmetic Act was designed to be 

 expansive and flexible to guard and protect consumers against "a 

 ■ultlpllclty of devices and such preparations as 's lender Izers,' many 

 of which are worthless at best and some which are distinctly dangerous 



