For many years, thousands of Australians smoked “light” and “mild” cigarettes in the belief they were consuming products that were less harmful than regular brands. The evidence, however, showed that smoking “light” and “mild” cigarettes was just as harmful as consuming regular brands. In 2005, the Australian Competition and Consumer Commission determined that the promotion of “light” and “mild” cigarettes was misleading and ordered that such brands be withdrawn from sale and that the tobacco industry fund compensatory advertising for its deceptive conduct.
Despite the experience of “light” and “mild” brands, the tobacco industry continues to claim that it is developing cigarettes that are less harmful, with some of these products already available overseas. There is insufficient regulation to prevent so-called “reduced-harm” cigarettes from becoming available in Australia.
This position statement summarises the evidence that shows there is no such thing as an independently verified “reduced-harm” cigarette. It includes key recommendations for helping to ensure Australians are not misled into consuming “reduced-harm” cigarettes, including the need for government to establish a mechanism to ensure that any communication about cigarettes – including about their contents or emissions – is evidence-based, complete and in the public interest.