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Naturally similar: Natural American Spirit and Nat Sherman’s new cigarette
  1. M Jane Lewis,
  2. Michelle Jeong,
  3. Christopher Ackerman
  1. Center for Tobacco Studies, Rutgers School of Public Health, New Brunswick, New Jersey, USA
  1. Correspondence to Professor M Jane Lewis, Center for Tobacco Studies, Rutgers School of Public Health, New Brunswick, NJ 08901, USA; lewismj{at}sph.rutgers.edu

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In 2015, the US Food and Drug Administration (FDA) sent warning letters to makers of Natural American Spirit (NAS) and Nat Sherman cigarettes regarding their use of misleading descriptors such as ‘additive-free’ and ‘natural’ on product labels and advertising.1 2 The result was a 2017 agreement to remove the terms ‘additive-free’ and ‘natural’ as claims, while still allowing NAS to retain the word ‘natural’ in its brand name.3 The agreement also allowed the use of the term ‘organic’ and a specific claim: ‘Tobacco Ingredients: Tobacco and Water’—both claims that have been utilised in previous NAS ads.

Post-agreement ads for NAS (owned by Reynolds American) now claim its cigarettes are ‘real’, ‘simple’ and ‘different’, and made of only two ingredients: tobacco and water (figure 1). The implied message is clear: these cigarettes are different (from other …

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Footnotes

  • Contributors MJL, MJ and CA conceived the paper. MJL and MJ led the writing and editing of the paper. CA contributed to editing of the paper.

  • Funding This work was supported in part by NCI and FDA Centre for Tobacco Products (CTP) under U54CA229973.

  • Disclaimer The content is solely the responsibility of the authors and does not necessarily represent the official views of NCI or FDA.

  • Competing interests None declared.

  • Patient consent for publication Not required.

  • Provenance and peer review Not commissioned; externally peer reviewed.

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