TY - JOUR T1 - Naturally similar: Natural American Spirit and Nat Sherman’s new cigarette JF - Tobacco Control JO - Tob Control SP - e161 LP - e162 DO - 10.1136/tobaccocontrol-2019-055247 VL - 29 IS - e1 AU - M Jane Lewis AU - Michelle Jeong AU - Christopher Ackerman Y1 - 2020/12/01 UR - http://tobaccocontrol.bmj.com/content/29/e1/e161.abstract N2 - 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 … ER -