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A widespread misconception still holds many smokers back

These seals are designed to be tamper-proof, so any visible signs of damage or alteration could suggest counterfeit goods

20 This prompted FDA to request information from the company about consumer perceptions of pack colors, 21 noting that [b]y stating that only the packaging is changing, but the cigarettes will stay the same, the onsert suggests that Marlboro in the gold pack will have the same characteristics as Marlboro Lights, including any mistaken attributes associated with the light cigarettes. FDA recently sent a similar request for information from Commonwealth Brands for promotional materials distributed and available on their website regarding their similar changes in labeling of Lights and Ultra Lights products

Health Affairs, 2024