In response to the emerging scientific evidence that cigarette
smoking posed a significant health risk to the user, in the early
1950's the major cigarette manufacturers began widespread promotion
of filtered cigarettes to reassure smokers that, regardless of
whatever unhealthy constituents were in cigarette smoke, filters
were a "scientific" breakthrough. Advertisements for Viceroy's
"health guard filter" stated, "DENTISTS ADVISE-Smoke VICEROYS-The
Nicotine and Tars Trapped by The Viceroy Filter CAN NEVER STAIN
YOUR TEETH " and "Leading N.Y. Doctor Tells His Patients What to
Smoke-Filtered Cigarette Smoke Is Better For Health. The Nicotine
and Tars Trapped ... Cannot Reach Mouth, Throat Or Lungs."
Chesterfield was "Best for you-low in nicotine, highest in
quality," while L&M's were "Just What the Doctor Ordered."
Lorillard Tobacco Company stressed its science-based Kent micronite
filter (the original micronite filter was made of asbestos) and
claimed it removed seven times more tar and nicotine than any other
cigarette, which "put Kent in a class all by itself where health
protection is concerned." Of course, we know today that not only
were these claims patently false, but the cigarette companies knew,
it. In the early 1950's the Federal Trade Commission (FTC)
challenged a variety of health claims made for cigarettes in their
advertising, including claims about tar and nicotine. In 1955 FTC
published advertising guidelines that, among other things,
prohibited claims by cigarette manufacturers that a particular
brand of cigarettes was low in tar and nicotine or lower than other
brands, when it had not been established by competent scientific
proof that the claim was true and the difference was significant.
Cigarette manufactures, however, continued to advertise tar
numbers. In the absence of a standardized test methodology, this
resulted in what is referred to as a "tar derby"-a multitude of
inconsistent, noncomparable claims that did not give consumers a
meaningful opportunity to assess the relative tar delivery of
competing brands. The tar derby ended in 1960 when discussions with
FTC culminated in an industry agreement to refrain from tar and
nicotine advertising. In 1966, however, the U.S. Public Health
Service (PHS) prepared a technical report on "tar" and nicotine
that concluded, "The preponderance of scientific evidence strongly
suggests that the lower the 'tar' and nicotine content of cigarette
smoke, the less harmful would be the effect." In reaching this
conclusion, the report noted the clear relationship between dose of
cigarette smoke received by the smoker and disease risk. Regardless
of how dose was calculated-by number of cigarettes smoked per day,
age of initiation, total number of years one smoked, or depth of
inhalation, mortality rates among smokers increased. When smokers
quit smoking, their risk was reduced in proportion to the length of
time off cigarettes.
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