Eco-friendly cigarette ads make tobacco foes fume
Thursday, July 28th, 2011
A green cigarette? Is that possible? A tobacco company that uses renewable energy and hybrid vehicles has a new magazine ad for an additive-free, organic cigarette that uses the term “eco friendly.” Tobacco foes are fuming. “It’s an egregious ad. It’s trying to greenwash a deadly and addictive product,” says Vince Willmore of the Campaign for Tobacco-Free Kids, adding research shows cigarettes also are the No. 1 source of litter. “When you hear a product is eco-friendly, you think it’s better for you.”
The ads for Natural American Spirit cigarettes make the “eco-friendly” claim next to a list of environmental efforts by the manufacturer, Santa Fe Natural Tobacco Co. They began appearing in March in magazines such as Esquire, Field & Stream, Wired, Mother Jones, Elle and Marie Claire.
The company, owned by Reynolds American Inc., says it’s not saying its cigarettes are safer but that its manufacturing is greener. It says its facilities are wind-powered, its farmers use fewer chemicals and 70% of its sales staff drive hybrid vehicles.
“We try to be good stewards of the environment,” says spokesman Seth Moskowitz.
His company has faced similar complaints before. In 2000, after advertising its cigarettes as free of additives, the Federal Trade Commission negotiated a settlement that required it to include this statement: “No additives in our tobacco does NOT mean a safer cigarette.” In 2010, after marketing its “organic” tobacco, 33 state attorneys general demanded the company include a statement saying the cigarette was not safer as a result.
The new ads include such disclaimers, but Willmore’s group is again appealing to the attorneys general to take action.
“It is misleading to talk about being eco-friendly in a cigarette ad,” given the problems of littering and secondhand smoke, says Jeanne Finberg, a deputy attorney general in California who focuses on tobacco litigation.
Joel Makower, executive editor of GreenBiz.com, says the company may be accurate in describing its greening initiatives, which he welcomes, but adds, “Products that harm people should not be marketed as green,” He says they won’t fool many consumers: “The average person is going to look at that ad and ask, ‘What are they smoking?’”
The medical marijuana issue has little to do with helping people and more to do with making the drug legal for all those who want to get high and not get into trouble. If we are truly concerned about using marijuana for medicinal purposes, we would send it to the Food & Drug Administration to be tested and if approved they would decide on the best way to make the drug available. 