Its not about the flashiest model or the boldest flavor
In 2010, due to the misleading nature of the characterization "light" and the lack of actual health benefits, the US Food and Drug Administration (FDA) banned the use of descriptors like "light," "mild," and "low-tar." This regulatory change responded to mounting evidence that light cigarettes were equally harmful as regular cigarettes and offered no genuine health benefits
Tob Control 11:i73i80 Wakefield MA, Germain D, Durkin S, Hammond D, Goldberg M, Borland R (2012) Do larger pictorial health warnings diminish the need for plain packaging of cigarettes
The approach, utilized successfully in international jurisdictions like the European Union, indexes excise tax rates directly to the scientific toxicity and public health burden of the product
The tax gain for Missouri is less than the tax loss for California and consumption may decrease more slowly due to the lower effective (tax-reduced) price for California smokers, but all the gains from trade stay within the country