Section III 
PARTICIPANT: Could you explain the graphics that you would put on the 
package? 
DR. FREEMAN: I am going to refer this question to Dr. Rickert. 
DR. RICKERT: There are a number of different ways of looking at that 
particular problem. The graphics could involve a number of different issues; 
for example, it could involve a color representation of the cigarette filter. 
It could represent some icon that illustrates putting all of this information 
together. A number of different possibilities were discussed, and I do not 
think that the committee recommended any specific procedure. I think 
the feeling was that there should be some way of communicating the 
information to smokers without total reliance on numbers themselves. 
PARTICIPANT: What would be the purpose? I do not understand the 
purpose of the graphics overall. 
DR. RICKERT: The graphics would make several points. First of all, the 
point that yields to smokers depend on how the cigarette is used; that is, 
if you have a graphic, it gets away from the idea that there is a fixed amount 
of whatever the constituent happens to be. The purpose of the graphic is 
to illustrate the variable nature of the smoking characteristics. 
DR. SHIFFMAN: If I may add, we thought it was very important to 
communicate to American smokers that what you get depends on how 
you smoke and that any system that simply gives one number is, therefore, 
inherently misleading. So, we envisioned a graph that would show you 
a band within which your particular exposure might lie and that will 
give smokers information on which they can make more accurate, more 
reasonable comparisons among brands. We think they will find that there 
is a good deal of overlap among brands that they now consider to be 
different. 
PARTICIPANT: You said "light" and "ultralight." Some people say that 
those words represent health claims. Could you explain a little bit more 
about that? How does that represent a health claim, and what kind of 
disclaimer would be used? 
DR. FREEMAN: It is the committee's belief that the public infers health 
claim meanings from these labels, whether they be light, ultralight or 
whether they be the numbers in tar and nicotine. It is anecdotal, and also 
studied, that people look at these numbers and these claims and translate 
them into what it means for their own destiny. The information gathered at 
this meeting indicates that smokers should not be making these predictions, 
first of all, and second, if the labeling by the cigarette industry of ultralight 
implies that you are better off according to health, if that is so, and we 
believe that this is so, then that represents a health claim on the part of the 
advertiser. If it is a health claim, it should be followed by a disclaimer saying 
that it is not a health claim, if it is inferred to be a health claim. 
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