TY - JOUR T1 - Natural American Spirit launches ‘Sky’, the brand’s first commercial organic cigarette with a charcoal filter JF - Tobacco Control JO - Tob Control DO - 10.1136/tobaccocontrol-2021-056731 SP - tobaccocontrol-2021-056731 AU - Jennifer Pearson AU - Daniel P Giovenco AU - M Jane Lewis AU - Meghan Moran AU - Ollie Ganz Y1 - 2021/09/30 UR - http://tobaccocontrol.bmj.com/content/early/2021/09/29/tobaccocontrol-2021-056731.abstract N2 - Natural American Spirit (NAS), a leading cigarette brand in the USA,1 markets its products using descriptors such as ‘organic’ and ‘tobacco & water’. Consumers believe that cigarettes with these and similar descriptors are more appealing, healthier and/or less harmful than cigarettes without these descriptors.2–11 Moreover, NAS advertising prominently features nature-related imagery, highlights the brand’s sustainable farming practices and exploits Native American symbolism, all of which may also misrepresent product risk.12–15 This combination of brand characteristics has yielded a consumer base that, compared with those who smoke other brands, is more likely to misunderstand the relative harm of NAS compared with other cigarettes.16 There is no evidence that smoking NAS cigarettes reduces disease risk, and emission studies find substantial variability in exposure to harmful constituents in NAS cigarettes depending on the NAS variety tested, the study’s methods and the compounds under investigation.17–23Federal regulators have recognised that NAS uses deceptive marketing tactics and have taken limited regulatory action against the brand, resulting in the addition of disclaimer statements on packs and advertisements about the relative harm of ‘natural’ or ‘organic’ commercial tobacco, and the removal of ‘additive-free’ and some instances of ‘natural’ from NAS labelling and marketing.24 The US Food and Drug Administration’s (FDA) Center for Tobacco Products has not publicly initiated regulatory action against the use of ‘organic’, perhaps because the descriptor’s use … ER -