LETTER

What was "light" and "mild" is now "smooth" and "fine": new labelling of Australian cigarettes

B King, R Borland

VicHealth Centre for Tobacco Control, The Cancer Council Victoria, Australia

Correspondence to:
Correspondence to:
Bill King
bill.king@cancervic.org.au

Keywords: Australian cigarettes; "fine"; "light"; "mild"; "smooth"

The first 150 words of the full text of this article appear below.

We have just discovered (February 2005) a new "premium" sideline of Australia’s second largest selling brand, Peter Jackson. The new members of the Peter Jackson "brand family" come in black, grey, and white packs, respectively, labelled "full flavour", "smooth flavour", and "fine flavour". We believe this is an industry response to a looming ban on "light" and "mild" descriptors.

The Australian Competition and Consumer Commission (ACCC) has investigated whether "light" and "mild" descriptors breach the Commonwealth Trade Practices Act. It has told Parliament that it believes the industry has been involved in misleading and deceptive conduct, and that it is negotiating a settlement with the three manufacturers.

We know that large numbers of Australian smokers continue to believe that "light" and "mild" cigarettes provide relative health benefits.¹ Although product promotions are now tightly restricted, Australian smokers continue to be lured with what is probably the largest and most complex variety . . . [Full text of this article]

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• Hammond, D., Parkinson, C. (2009). The impact of cigarette package design on perceptions of risk. J Public Health (Oxf) 31: 345-353 [Abstract] [Full Text]  
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