Release Date: Thursday 10 April, 2003

SMOKERS MISINFORMED ABOUT CIGARETTE FEATURES

Smokers are misinformed about many important features of the cigarettes they smoke, and have been misled by the tobacco industry about so called 'safer' cigarettes, according to a leading international cancer researcher.

Dr Mike Cummings, of Roswell Park Cancer Institute in Buffalo, and Professor of Preventive Medicine at the State University of New York at Buffalo, told delegates at the 2nd Australian Tobacco Control Conference in Melbourne today that smokers misconceptions are the result of a concerted misinformation campaign by the tobacco industry over the last 30 years.

In a keynote address, Dr Cummings reviewed how tobacco companies have misled smokers for decades, and deliberately developed cigarettes with features that lead smokers to think some cigarettes are safer.

Dr Cummings says the tobacco industry's main strategies for addressing escalating concerns about the health effects of smoking have included:

* the addition of filters to cigarettes;
* the development of so-called low tar products; and
* adding substances to cigarettes to make it easier for children to acquire the taste for smoking more quickly.

"A common perception among smokers is that 'light' or low tar cigarettes are less harmful than regular cigarettes."

"This is a perception that has been actively promoted by the tobacco industry, and it is of course completely false. The tobacco industry have deliberately exploited this, even to the point of developing products to lull smokers into a false sense of security."

"Smokers need to hear the message loud and clear that 'lights' and 'low tar' cigarettes are not safer - in fact they could even be more harmful, as smokers block the ventilation holes in light cigarette filters and draw in more tar when they smoke."

Dr Cummings says a comparative study of smoker's beliefs in Canada, Australia, the United States and the UK revealed interesting international differences.

"Our study showed about 30% of Australian smokers believe light cigarettes are less harmful than regular cigarettes, compared to just 17% of Canadian smokers."

"These differences are most likely to be due to strong efforts by Canadian health authorities and Government to educate the public about these misleading terms.

Dr Cummings said previously secret documents show tobacco companies have capitalised on smokers' desire for safer cigarettes and have designed products and advertising messages in response to this.

Dr Cummings says a range of new products are being developed by the tobacco industry in the United States, such as a smokeless cigarette called Eclipse and the Omni brand which is promoted by the tobacco industry as having reduced levels of cancer-causing agents.

"Given the appalling performance of these companies in the past, no smoker should trust the tobacco industry's intentions about the development of these types of products," Dr Cummings said.

"We know their prime concern is to sell their product and make money."

"Governments around the world should be monitoring these developments very carefully, and developing prompt and appropriate regulatory responses."

However he warns greater regulation of the design and manufacturing process of cigarettes is necessary.

"It's time for governments to focus their efforts on regulating the product itself, as well as the traditional regulation of price and advertising."

"There is virtually no regulation of the manufacturing of cigarettes - a deadly and addictive product. In comparison, food manufactures must comply with stringent health and safety regulations."

The 2nd Australian Tobacco Control Conference continues until Friday

-ends-

For media enquiries about the conference with any of the speakers, please contact Zoe Furman on (03) 9635 5517 mobile 0408 176 934 email zoe.furman@cancervic.org.au