AMA Welcomes ACCC Action To Force Tobacco Industry Advertising Campaign on Dangers of 'Light' Cigarettes
AMA President, Dr Mukesh Haikerwal, said the launch today of an advertising campaign, funded by the tobacco industry warning consumers of the dangers of 'light' and 'mild' cigarettes, in response to Australian Competition and Consumer Commission (ACCC) findings, is a welcome move, but long overdue.
Dr Haikerwal said all cigarettes are killers and 'light' and 'mild' cigarettes should never have been allowed to be advertised as a 'healthier' option for smokers.
"Tobacco industry efforts to push these products on smokers through slick advertising with the promise that light cigarettes are less harmful than other cigarettes were a dishonest attempt to make the industry look more respectable," Dr Haikerwal said.
The launch today of a $9 million national advertising campaign funded by Philip Morris Limited, British American Tobacco Australia Limited and Imperial Tobacco Australia Limited is one part of a court enforceable undertaking resulting from an action by the Australian Competition and Consumer Commission (ACCC) earlier this year.
"The ACCC is to be applauded for their investigation into the health claims of these cigarette companies and their subsequent decision that descriptors such as 'light' and 'mild' must be removed from packaging and that companies contribute to the $9 million advertising campaign to raise consumer awareness that low yield cigarettes are not necessarily a healthier option.
"The ACCC found that certain smoking behaviour could deliver higher levels of tar, nicotine and carbon monoxide to the body than the smoking test machines used to assess the cigarettes.
"Inhaling more deeply or holding smoke in the lungs for longer could compensate for the low yield in cigarettes making them just as dangerous as other cigarettes," Dr Haikerwal said.
Dr Haikerwal encouraged smokers to start 2006 on the right foot and quit the killer habit. This is the best thing a smoker can do for themselves this year - and the bonus is the family will be happy too.
"Your general practitioner is a great place to start, or call the Quitline on 137848," Dr Haikerwal said.
For further comment please contact Dr Haikerwal.
26 December 2005
CONTACT: Dr Mukesh Haikerwal 0407 599 332
Judith Tokley 0408 824 306