National Smoker Study: Merit Science Works! Low tar MERIT with ‘Enriched Flavor’ tobacco delivers taste equal to—or better than—leading high tar brands.”

“I’m realistic. I only smoke Facts. We have smoke scrubbers in our filter.”

1980s–1990s: “Alive with pleasure.” (Newport)


“The pleasure is back. BARCLAY. 99% tar free.”


“Latest U.S. Gov’t Laboratory test confirms, of all cigarettes: Carlton is lowest. Box King—lowest of all brands—less than 0.01 mg. tar, 0.002 mg. nic.”


“Ultra taste in ultra low tar. Test a pack today.” (Vantage)


“No Additives” (Winston)


“New Marlboro ULTRA LIGHTS. Famous Marlboro flavor now in an ULTRA LIGHT.”


“1 mg. Isn’t it time you started thinking about number one?” (Carlton)

“Discover the rewards of thinking light.” (Merit Ultra Lights)


“The best choice for smokers who are worried about their health is to quit. Here’s the next best choice.” (Eclipse™)

“…a smooth satisfying taste with less smoke around you, virtually no lingering odor, and no ashes.” (Accord™)


SOURCES: Anonymous, 1946; Arnett, 1999; Caples, 1947; Chickenhead Productions, 2000; Glantz et al., 1996; Harris, 1978; Kluger, 1996; Kozlowski, 2000; Lewine, 1970; Mullen, 1979; Pollay and Dewhirst, 2000; R.J. Reynolds Tobacco Company, 2000; Sobel, 1978; Swedrock et al., 1999.

BOX 3–1
1977 British American Tobacco Company Document Describing Advertising and Communication Strategies to Reassure Consumers About Safety

“All work in this area [communications] should be directed towards providing consumer reassurance about cigarettes and the smoking habit…by claimed low deliveries, by the perception of low deliveries and by the perception of “mildness.” Furthermore, advertising for low delivery or traditional brands should be constructed in ways so as not to provoke anxiety about health, but to alleviate it, and to enable the smoker to feel assured about the habit and confident in maintaining it over time” [emphasis in original].

SOURCE: 030, Minnesota Litigation.

The National Academies | 500 Fifth St. N.W. | Washington, D.C. 20001
Copyright © National Academy of Sciences. All rights reserved.
Terms of Use and Privacy Statement