![]() ![]() Truth Initiative has urged the FDA to take enforcement action against Santa Fe and Reynolds American, Inc. ![]() The company is still permitted to use “Natural” as part of its brand name, and the FDA failed to address the use of “organic.” These labels are so problematic that the Food and Drug Administration has required Santa Fe Natural Tobacco Company, the maker of Natural American Spirit cigarettes, to remove the terms “natural” and “additive-free” from its product labels, advertising and promotional materials because they constitute reduced harm claims, which are banned without agency approval. These product labels are dangerous because misperceptions about the harms of smoking cigarettes may make someone more likely to try a product, or encourage smokers to switch brands rather than quit smoking. “The truth is that they are just as dangerous as any other cigarette." "Our research shows that a majority of Natural American Spirit smokers incorrectly believe that their cigarettes are safer than other cigarettes,” said Robin Koval, CEO and president of Truth Initiative. Natural American Spirit cigarettes are the only major cigarette brand that markets its products as “natural,” “organic” and “additive-free.” The study confirmed the findings of earlier research from Truth Initiative, which showed that 50 to 60 percent of adults viewed Natural American Spirit cigarettes as less harmful than a comparison pack of Marlboro Red cigarettes. For example, a Truth Initiative® study found that nearly 64 percent of Natural American Spirit smokers think the cigarettes are less harmful than other brands. Misleading descriptors and other aspects of cigarette packaging and advertising can lead consumers to incorrectly believe that some cigarettes are less harmful than others. "You feel looser," he says, "because it's healthier.Even though there is no evidence that “natural,” “organic” or “additive-free” cigarettes are any safer or are less harmful than other cigarettes, why do so many people think otherwise? American Spirit "doesn't leave that burning taste when you inhale," says Swiedan, who smokes more than a pack a day. One of Kazzouh's customers who switched to American Spirit two months ago, cafe owner Frank Swiedan, says he feels better and no longer spits up blood in the morning. On San Francisco's Haight Street, a macrobiotic mecca, shopkeeper Mike Kazzouh says he moves 55 10-pack cartons of Natural American Spirits a month-nearly the level of Marlboro sales-to customers who ask for "the one that's better for you." Kazzouh says, "There's nothing healthier about them, but of course I will believe the people who think so, because they're paying more." Santa Fe Natural makes no claims that its cigarettes are healthier. Its cigarettes command a premium price-about $3.75 a pack in Massachusetts, which has high tobacco taxes, compared with $2.75 for regular brands. The Santa Fe, N.M., company recently built its own manufacturing plant after years of contracting out the work. Santa Fe Natural Tobacco Co., the closely held producer of American Spirit, says sales have risen 60 percent to 95 percent a year since 1993 (it doesn't release actual sales figures), while employment is up, to 115 from 29. ![]()
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