Anti-tobacco groups are hailing restrictions on cigarette marketing that will take effect next week, but the former head of the Food and Drug Administration said the agency could do much more to reduce the toll from smoking.
Beginning Tuesday, June, 22, tobacco companies can no longer use words like “light” or “mild” on cigarette packs or in advertising, since smokers might be misled into thinking the brands are safe. The restriction is included in the landmark law adopted last June that for the first time gave the FDA authority to regulate the manufacture and marketing of tobacco products.
Former FDA commissioner David A. Kessler called on the agency Wednesday to require cigarette makers to lower the amount of nicotine to non-addictive levels. Speaking at a forum sponsored by the American Legacy Foundation, an anti-smoking group, Kessler said restrictions on nicotine could save 200,000 to 300,000 lives a year, the Washington Post reports.
“It is the ultimate harm reduction strategy,” said Dr. Kessler of his proposal. He acknowledged that the tobacco law does not allow the FDA to ban cigarettes or cut nicotine levels to zero, but said “this policy does neither.”
With the marketing restrictions scheduled to take effect in a few days, cigarette makers are under attack for launching new pack designs for brands that have been advertised as “light” or “mild.” Anti-smoking groups say the new package colors are an attempt to circumvent the ban on using misleading terms.
On Thursday, the FDA sent a letter to Philip Morris USA, maker of Marlboro Lights, questioning the reasons for adopting a new gold pack. A slip attached to the gold packs says ”Your Marlboro Lights pack is changing. But your cigarette stays the same. In the future, ask for ‘Marlboro in the gold pack.’ ”
The FDA letter called on the company to turn over any market research it had conducted about consumer beliefs and the effect of the new package colors, which could provide grounds for additional restrictions.
