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What was “light” and “mild” is now “smooth” and “fine”: new labelling of Australian cigarettes
  1. B King,
  2. R Borland
  1. VicHealth Centre for Tobacco Control, The Cancer Council Victoria, Australia
  1. Correspondence to:
 Bill King
 bill.kingcancervic.org.au

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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 …

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