Oct. 8, 2009 (United Press International) -- A major U.S. tobacco company appears to be trying to bypass federal rules on product marketing with new branding approaches, researchers say.
Harvard University researchers, along with specialists focused on tobacco control and educational efforts, allege R.J. Reynolds Tobacco Co. (NYSE:RAI) is using packages with lighter colors as a means to suggest a safer product in the face of an upcoming ban on certain words in cigarette marketing, The Boston Globe (NYSE:NYT) said Thursday.
Starting on June 22, 2010, the U.S. Food and Drug Administration will have the power to cite tobacco companies for using words such as "mild" and "light" when promoting their cigarette products.
"These tricks are now well-established,'' tobacco control specialist Stanton Glantz said regarding R.J. Reynolds' new lighter-color packages for products like Salem Lights. "The real question for the FDA is, are they going to let them get away with these shenanigans?''
R.J. Reynolds, which has also rebranded Pall Mall Lights to Pall Mall Blues, told the Globe it was not attempting to circumvent the new regulations by altering their popular products.
