May 23, 2011 - The messages that cigarette pack labels convey to smokers and nonsmokers were evaluated in three studies by Roswell Park Cancer Institute (RPCI) researchers, which were published in the June 2011 issue of the American Journal of Preventive Medicine. The studies concluded that cigarette manufacturers have mislead the public for years about the dangers of their products, and that further action should be taken so that consumers can make more informed decisions.

Beginning in June 2010, the regulations contained in the Family Smoking Prevention and Tobacco Control Act prohibited tobacco companies from using descriptive terms such as “low,” “mild” or “light” in their advertising or cigarette packaging, as these words give consumers the illusion that these cigarettes are safer. While this is a step in the right direction, some cigarette companies have circumvented these regulations by changing the colors of the packs and using terms like “gold” and “silver.” One study found that both colors and descriptors are perceived by smokers to communicate health risk information. The RPCI proposes that color coding be restricted on cigarette packaging and that standardized, plain packs be used instead. They also recommended printing larger graphic health warnings and corrective statements on packaging as an effective way to communicate health risks of smoking.

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