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L., Giachello, A

However, recent research conducted in Canada, the UK, and Australia suggests that prohibiting "light" and "mild" terms may be insufficient to significantly reduce false beliefs about the risks of different cigarette brands.29 Indeed, recent evidence suggests that significant proportions of adult smokers and youth in countries such as the UK continue to report false beliefs about the relative risk of leading cigarette brands.30 One potential explanation for these findings is the wide range of other descriptors that remain in use, including words such as "smooth," color descriptors such as "silver" and "blue," as well as "tar" numbers that are incorporated into brand names or printed on the sides of packs.29 Studies conducted in the UK and Canada after the removal of "light" and "mild" descriptors suggest that replacement words such as "smooth" have the same misleading effect as light and mild: as many as half of adults and youth in these studies reported that a brand labeled "smooth" would have lower risk than its "regular" counterpart.30,31 Pack color and brand imagery The persistence of false beliefs may also be due to brand imagery and color

p3-4 Volume 22 - Issue 4 - April 1983: Memorial Garden Expands

The blind will lead the blind, and both will fall into a pit

Additionally, the decision placed major restrictions on their ability to market their products, especially to youth