TY - JOUR T1 - What was “light” and “mild” is now “smooth” and “fine”: new labelling of Australian cigarettes JF - Tobacco Control JO - Tob Control SP - 214 LP - 215 DO - 10.1136/tc.2005.011692 VL - 14 IS - 3 AU - B King AU - R Borland Y1 - 2005/06/01 UR - http://tobaccocontrol.bmj.com/content/14/3/214.abstract N2 - 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 … ER -