Smoking and Tobacco Control Monograph No. 7 
DR. TOWNSEND: It is clear to us from talking with consumers that they 
understand the notion of tar and nicotine yield, that they make choices in 
the marketplace. I am not about to talk about our consumer information at 
this point. I am not a marketing expert, but it is clear to us that consumers 
use the information from the FTC test method in one form or another, and 
even in your words, some use the numbers, and yes, those people who 
actually use the quantitative numbers may be more skewed to the ultralight 
category, but consumers do use the numbers or they use the category 
rankings of cigarettes, whether it be ultralight or regular. 
DR. FREEMAN: Dr. Petitti? 
DR. PETITTI: I am intrigued by the EPA mileage analogy and also by the 
water heater analogy, but I think the difference is one about consumer 
information. When you drive your 38-miles-per-gallon EPA-rated car, you 
know as you drive, based on measurements that you can make, whether or 
not you are, indeed, getting 38 miles per gallon or 19 miles per gallon based 
on your mileage, the way you actually use that car. Similarly for your water 
heater, you get your bill every month, and you can tell whether or not you 
are exceeding or not exceeding the conditions that are printed on your label. 
How does the cigarette consumer know whether or not they are or are not 
getting what is on the package? 
DR. TOWNSEND: I think the point of the analogy is not exactly where you 
are coming from. The point of the analogy is that consumers do not expect 
to get exactly that EPA gas mileage. I know I do not because yes, you are 
right, I can measure it, and I do not, but I do use the EPA gas mileage 
numbers to a degree in making choices in the marketplace in helping guide 
my purchases. I said yesterday that I recently bought a new hot water heater. 
I used the energy efficiency rating in helping me make that choice, and I 
actually paid more for a more efficient hot water heater, but that tag also 
said that the average price or the price you would expect to pay for running 
this hot water heater is $358 per year. Do I believe that is what it is costing 
me? No. So, it is a matter of providing me guidance for making choices 
and in no way do I believe that represents an absolute number that predicts 
my power bilk 
DR. PETITTI: I think you already answered this question, but I do think that 
both for the EPA mileage example and your water heater, and perhaps also 
for cigarettes, that it would be useful to the consumer to know the specific 
range that they might expect under certain specified driving conditions and 
perhaps we are going to get to that in terms of the proposals that we 
consider. | 
DR. TOWNSEND: And I believe that is a question on the table because the } 
ITC test method was not intended to do exactly that. 
DR. PETHTI: Can you explain to me just once again your view of what the 
FI’C method was meant to do in the context of health? You keep saying that 
it was not meant to do that. 1 am having a hard time understanding your ■ 
view of what it was meant to do. f l 
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