Marlboro Lights Become Marlboro Gold, New FDA Rule

Published on June 14th, 2010 11:00

Nowadays adult smokers will have to deal with new names of their favorite cigarette, when asking them at the stores, since all cigarette makers changing the names of their brands in order to correspond with the latest U.S. Food and Drug Administration rules coming into force on June 22.

According to the regulations, names of cigarettes brands should remove such terms as “light,” “ultra light” “mild,” or “low-tar,” because consumers are misled into thinking that cigarettes with such names are less dangerous than “full-flavor” cigarettes. Therefore, tobacco companies are taking away the names and stressing the colors in the names of cigarettes and on the packs.

For example, such styles of iconic Marlboro brand as Marlboro Lights will be renamed to Marlboro Gold, Marlboro Ultra Lights will to Marlboro Silver, Marlboro Medium to Marlboro Red Label and Marlboro Menthol Mild to Marlboro Menthol Blue.

Marlboro Lights-Gold

Philip Morris USA, the leading U.S. tobacco group, applied more than 100 modifications in packaging and brand names in order to conform with the latest FDA regulation, said the company spokesman. In addition, new pack of all the brands made by Philip Morris USA will provide inserts explaining customers how to find their favorite cigarettes.

Reynolds American Tobacco as well modified several brand names, and removed the banned terms from the packs, leaving only colors as clues for the customers willing to distinguish between different styles of a brand.

Smokers think that sorting out how their favorite brand is now looking like is ridiculous. “I have been smoking Newport Light 100sfor several years, and now it a little bit tough for me to find its new name and keep it in mind, said Jenny Firat, a smoker from Miami. “It’s simply ridiculous to introduce such regulations, as we all know that all the cigarettes are dangerous”.

Tobacco companies claim the words “light” and “mild” advice smokers about the taste of each particular variety, and not related to reduced health complications. The “lighter” styles generally contain less nicotine and different filters. At the same time, public health groups state colors are as misleading as words, while tobacco industry argues they should be given at least one option of helping adult consumers differentiate between various styles of one brand.

Anti-tobacco groups insist their claims are based on researches demonstrating that the majority of smokers tend to consider that cigarettes named as “light” or packed in pastel-colored packs are less dangerous for them, said David Hammond, a scientist from the University of Waterloo in Canada.

According to Hummond, colors are used to form particular attitude to a certain product, stating that the manufacturers of dairy products generally use lighter, pastel colors to mark out diet products. He said that the ban on wording is a vital measure, but not enough to guard the public from misconceptions related to the danger smoking products present to people. The scientist also added that colors should also be banned and cigarettes should be packed in plain packages. However, tobacco companies state that further regulations will hurt the industry and cause too much confusion.

Cigarette brand name, color changes include:

  • Marlboro Lights: Marlboro Gold Pack.
  • Marlboro Ultra Lights: Marlboro Silver Pack.
  • Marlboro Medium: Marlboro Red Label.
  • Marlboro Menthol Milds: Marlboro Menthol Blue Pack.
  • Newport Lights: Newport Menthol Gold.
  • Newport Medium: Newport Menthol Blue.
  • Camel Lights: Camel Blue Pack.
  • Camel Ultra Lights: Camel Silver Pack.
  • Camel Menthol Lights: Camel Menthol Silver.
  • Natural American Spirit Menthol Light Mellow Taste: Natural American Spirit Mellow Menthol Taste (“vibrant” green).
  • Natural American Spirit Ultra Light Mellow Taste: Natural American Spirit Smooth Mellow Taste (orange pack).

By Kevin Lawson, Staff Writer. Copyright © 2010 All rights reserved.

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