Investigation into marketing of 'light' and 'mild' cigarettes

Studies have found that people believe cigarettes labelled 'light', 'smooth' or 'mild' are less harmful. File picture

The anti-smoking lobby is elated the Commerce Commission has launched an investigation into whether use of the terms "light" and "mild" on cigarettes breaches the Fair Trading Act.

Commission spokeswoman Jacqui Martin said the probe would assess complaints received from anti-smoking groups and the public.

Once the information was analysed, guidelines for the inquiry would be set down.

Anti-smoking groups welcomed the decision. ASH spokeswoman Becky Freeman said she was hopeful New Zealand would follow Australia in banning the terms.

"There is no such thing as cancer-lite," she said. "The commission has a duty to ensure businesses are truthful with their customers and that simply isn't happening."

British American Tobacco NZ spokeswoman Susan Jones said the company had been advised by the commission of the investigation.

"They confirmed they had received a complaint and they will be investigating terms such as 'light' and 'mild' on cigarette packets in New Zealand," she said.

The company would "fully co-operate" with any inquiry, once it was advised of its terms and scope.

An investigation last year by the commission's Australian equivalent had resulted in a change of labelling on cigarettes. "It wasn't a change by way of regulation, it was something the industry did voluntarily," Ms Jones said.

Tobacco companies had also paid for a campaign aimed at correcting false beliefs held by smokers about "light" or "mild" cigarettes.

Ms Freeman said the companies had been deceiving customers by implying mild or light cigarettes were somehow safer or healthier.

A Massey University survey last month showed that young New Zealanders mistakenly believed "light", "mild" or "smooth" cigarettes were less harmful or addictive than others.

"I'm confident the outcome of this inquiry will prove that smokers have been deceived and tobacco companies are going to have to remedy that situation," she said.

Studies have found smokers of low-tar cigarettes had similar lung cancer rates to those who smoked regular cigarettes. In Europe terms such as mild and light are banned in tobacco marketing.