FDA to tobacco companies: Stop calling your cigarettes ''natural'' or ''additive-free''

Source from:  Washington Post 08/31/2015

Federal regulators on Thursday ordered three tobacco companies to cease claims that their cigarettes are "additive-free" or "natural," saying they could mislead smokers into believing that the products are healthier than other cigarettes.

The warnings marked the first time that the Food and Drug Administration has exercised its authority under a far-reaching 2009 tobacco-control law to take action against such claims on cigarette labels.

"The FDA's job is to ensure tobacco products are not marketed in a way that leads consumers to believe cigarettes with descriptors like 'additive-free' and 'natural' pose fewer health risks than other cigarettes, unless the claims have been scientifically supported,” Mitch Zeller, director of the agency's Center for Tobacco Products, said in a statement. "This action is a milestone, and a reminder of how we use the tools of science-based regulation to protect the U.S. public from the harmful effects of tobacco use."

[Should you have to be 21 to buy cigarettes? Most Americans say yes.]

The FDA sent warning letters to Santa Fe Natural Tobacco Co., which sells American Spirit cigarettes; ITG Brands, which sells Winston cigarettes; and Sherman's 1400 Broadway N.Y.C., which sells Nat Sherman cigarettes.

Officials at Santa Fe and at Sherman's said they had received the FDA's letter but had no comment. In a statement, ITG Brands said it believes its product "comply with all applicable state and federal regulations, including those of the U.S. FDA. While we disagree with the FDA's position on this issue, we intend to engage with the FDA and respond to their letter in the coming days."

Tobacco-control advocates were quick to praise the FDA's action.

"There is no question that terms such as additive-free and natural imply a safer cigarette, as confirmed by consumer research and the industry's own documents. and, therefore, are health claims covered by the FDA Tobacco Act," said Matthew Myers, president of the Campaign for Tobacco-Free Kids.

Earlier this week, his organization and dozens of others wrote to the FDA about a new advertising campaign for Natural American Spirit cigarettes, urging the agency to rein in such "natural tobacco" claims. But, Myers said, "It is clear that the FDA both initiated its investigation and made the decision to take action before receipt of this letter."

The agency gave the three companies involved 15 days to respond to the warnings. Enditem