Health Minister Attacks Cigarette Marketing
Saying there is "nothing light or mild about the lies of big tobacco," Canadian Health Minister Allan Rock took advantage of the 2001 Annual Meeting of the Canadian Medical Association to push Health Canada's aggressive attack against cigarette advertising. He announced he will introduce legislation to ban the labeling and marketing of cigarettes as "light" or "mild."
In May 2001, Rock gave the Canadian tobacco industry 100 days to voluntarily remove the words "light" and "mild" from their products. Tobacco manufacturers did not jump at the suggestion, although they did say they were open to discussing the issue with the federal government.
Reasons to Ban Mild and Light Labelling of Cigarettes
The reasons Rock gives for removing the labeling are:
- light and mild cigarettes are as lethal as any other cigarette on the market
- tobacco companies were aware of this when they introduced and promoted light and mild cigarettes
- light and mild cigarettes have the same ingredients as other cigarettes
- in some cases, smokers using light and mild cigarettes inhale the same amount of toxic material as from other cigarettes - either by smoking more, or by covering the ventilation holes
- the labels provide consumers with a false sense of security, and may have prevented many smokers from quitting.
Response From Tobacco Manufacturers
The tobacco manufacturers say removing the labels would cause confusion among smokers, and also say they have never claimed light cigarettes are healthier.
The manufacturers have also recently spent millions of dollars to add new health warnings and graphic photographs to cigarette packaging.
Imperial Tobacco Canada, the largest tobacco company in Canada, issued a news release saying it was surprised at the minister's remarks, since the 100 days is not up yet, and it is in the midst of meetings with Health Canada on the issue. The company says it remains committed to working with the department and the minister, and thinks there is a need for some kind of system to let consumers "navigate through the 'tar spectrum' of brand families on the market."
According to Health Canada statistics, smoking kills over 45,000 Canadians every year.