TY - JOUR T1 - Interplay of food and tobacco product descriptors and health claims JF - Tobacco Control JO - Tob Control DO - 10.1136/tobaccocontrol-2021-056831 SP - tobaccocontrol-2021-056831 AU - Timothy Dewhirst Y1 - 2021/09/11 UR - http://tobaccocontrol.bmj.com/content/early/2021/09/11/tobaccocontrol-2021-056831.abstract N2 - The food and tobacco sectors commonly make use of the same product descriptors, including claims relating to health. In their Tobacco Control paper, Raskind and colleagues make a valuable contribution by highlighting Winston advertising that makes use of claims relating to ‘plant-based’ menthol cigarettes.1 The authors call further attention to Winston’s advertising as an example of health-related claims being made where familiar terminology in the food sector is also applied to cigarettes. Plant-based products are commonly positioned as alternatives from red meat or dairy consumption based on claims pertaining to health and environmental sustainability (figure 1A).2–4Figure 1 (A) This print advertisement for Silk plant-based products circulated in the March/April 2020 issue of Canada Convenience Store News. The ad copy states, ‘Plant-based goodness. Whenever. Wherever. Good for you!’ The statement attributed to the asterisk is ‘As part of a balanced diet and a healthy lifestyle.’ (B) Advertising for Kraft Light peanut butter indicates: ‘For health nuts. With 25% less fat, who needs to work out?’ Kraft was previously parent-owned by … ER -