The health craze sweeping the nation is beginning to affect cigarettes. Instead of actually encouraging people to quit smoking, companies are marketing "reduced harm" cigarettes. However, the claim is scientifically questionable and even if true is still dangerous.
By promoting "health" and "safety" as the basis of the new product, the companies are setting their standards very low. In comparison to a lifestyle of pack-a-day smoking, the new cigarettes would be an improvement. However, in relation to a healthy, non-smoking lifestyle, the new cigarettes are still a danger and would create the same problems.
The desire to morph a product to combat health needs is not a new idea. Fifty years ago, companies changed filters and ingredients to create "light" cigarettes. The diseases caused by those cigarettes could not have been seen, and that problem is in danger of being repeated. Since many diseases do not develop for a while, it is impossible to completely ascertain if something is actually safe.
So far, only cigarette companies have done studies involving the new breed. Without independent verification, the health claims of the tobacco companies hold very little water. Also, there are a few different types of new products. One will heat tobacco instead of burning it, hoping to reduce second hand smoke. Another will use genetically modified tobacco to have less nicotine, but still giving smokers all the benefits of the other ingredients.
The other major problem with marketing a dangerous product under the guise of it being safe is the fickle mindset of consumers. After seeing "low fat" on cookies or crackers, many people get the impression that more of the product can be eaten without gaining any weight. The same holds true for supposedly healthier cigarettes, as it could give the impression that people can smoke more, when that will just increase their risks for disease.
Even the tobacco companies themselves have been forced to admit "healthier" cigarettes are far from healthy. A spokesman for Philip Morris said, "There is no safe cigarette. Quitting is the best option." The Web site for R.J. Reynolds states, "The best choice for smokers worried about their health is to quit." People can no longer claim to be ignorant of the risks, and must take matters in to their own hands.
A truly "safe" cigarette will never exist. Cigarettes are unhealthy. Attempts to market them as "healthy" are deceitful. By appearing to be compassionate to the health needs of the market, cigarette companies may have reached a new low. The new campaign is mostly smoke and mirrors, and it needs actual science to back up claims before continuing.
Photo: Courtesy of Laron Fomby
