Will the secret be revealed?
BAT researchers found that the exact blend and taste of Marlboro
varied considerably around the world, but that there was a
consistency in the way Philip Morris used ammoniation and other measures
to manipulate smoke-ph and available 'free nicotine' in the smoke.
They dubbed this "the Secret of Marlboro".
Although Rothmans, Benson and
Hedges will have to provide the Canadian government with a list of
ingredients and measurements of the smoke from the cigarette, these
reports are not required until after the product has been introduced to
the market. The first report will be due to be filed with Health
Canada in October 2006. Health Canada has only made individual reports
on cigarette brands public on one occasion, even though quarterly
reports have been required since 2000..
A challenge to conventional
Canada's tobacco laws, like those
in other countries, are based on the premise that Cigarettes are sold
with brand names, and that words are used to communicate ideas about
cigarettes. The use of icons (like cow-boys, colours, angles, patterns
of colour and white) are more difficult to regulate.
Over a decade has passed since
Canada's parliament last considered whether cigarettes should be sold in
'plain' packages. Such packages would have brand names and health
warnings, but would not have brand imagery or colours. The new
no-name Marlboro's are the direct opposite of this approach: they
can rely only on brand imagery and colours to communicate. When a
picture is worth a thousand words, the words become dispensible,