Smokers will have to order cigarettes by colour, with words such as ”blue” and ”gold” distinguishing different ranges when a European edict bans the terms ”light” and ”mild”.
Tobacco companies have come up with a variety of euphemisms allowing in-the-know smokers to choose low-tar cigarettes once familiar brands such as Marlboro Light and Silk Cut Ultra are banned later this year.
Imperial Tobacco yesterday announced that it would be using shades, with Lambert & Butler Lights becoming Lambert & Butler Gold and Superkings Lights renamed as Superkings Blue.
Its rival, Gallaher, is using colours for some brands, while other low-tar cigarettes will be labelled ”smooth” or ”refined”.
The directive forces manufacturers to cover 40% of every box with an enlarged health warning and lowers the maximum tar yield in a cigarette from 12mg to 10mg.
Imperial’s UK managing director, Graham Blashill, attacked the new rules, saying: ”While we welcome sensible regulation, it does seem bizarre that the EU has demanded lower tar yields yet at the same time banned the use of descriptors that help the consumer identify those brands which have lower yields.”
Politicians in Brussels say the rules will correct a misapprehension among smokers that low-tar cigarettes are any healthier. They say that smokers tend to inhale deeper, taking in just as many toxins.
Imperial’s rival, Gallaher, is changing Benson & Hedges Special Filter into ”B&H Gold”. Silk Cut will be known as purple, blue or silver instead of King Size, Extra Mild and Ultra.
Gallaher is using ”smooth” as a euphemism for low-tar on brands such as Camel, Mayfair, Berkeley and Sovereign. Meanwhile, Camel Super Lights will become ”refined flavour” and Mayfair Ultra Lights change to ”king size fine”.
By October, all packets will have to carry the new names.
Amanda Sandford of the anti-tobacco group Action on Smoking and Health, welcomed the changes: ”There’s a perception among the public, perpetuated by the industry, that lower tar means less harm. But people just smoke to get their nicotine hit. They compensate for lower tar by puffing harder.”
Guardian Unlimited Â