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Philip Morris Develops Accord, A New "Low-Smoke" Cigarette Brand
Smoking Control Advocacy Resource Center (SCARC) ACTION ALERT December 31, 1997 Issue: Philip Morris Develops Accord, A New "Low-Smoke" Cigarette Brand Summary Philip Morris recently announced the development of a new cigarette that the company claims emits 90 percent less secondhand smoke than regular cigarettes. This new "low smoke" cigarette, called Accord, will be market tested on a limited number of smokers in the US and Japan. Accord cigarettes must be smoked using a special battery-activated lighter that lights the cigarette each time a puff is drawn and captures the smoke and ashes from the cigarette; the company claims that the only smoke emitted is that from the smoker’s exhaling. The lighter, approximately the size of an electronic pager, will likely be sold for $50. Philip Morris has invested five years and an estimated $200 million creating the new product. The development of Accord and other similar new cigarette products points to the radical changes occurring in cigarette manufacturing and signals the need for broad regulatory authority in order to effectively oversee the tobacco industry. Philip Morris is not the first tobacco company to develop a cigarette brand that emits less smoke. RJ Reynolds developed Eclipse, a "low smoke" cigarette that was designed to lessen secondhand smoke by heating, but not burning the tobacco. RJR first introduced Eclipse to test markets in 1994, and although it was not popular with consumers, the company continues to try to improve the product. The most recent version of Eclipse was reportedly introduced to consumers for test marketing in Lincoln, Nebraska, in October of this year. Regardless of the brand’s commercial success, Philip Morris will likely reap significant rewards – political, rhetorical and in terms of liability – from developing alternative smoking devices like Accord. Company executives announced details of the new product in a briefing for Wall Street analysts, signaling that the company believes alternative cigarette products are important to its financial stability and a means to restore investor confidence in the industry. In addition, developing new "safer" products may help shield the company from costly liability suits. As part of its successful defense against a lawsuit filed by a former smoker, RJ Reynolds recently presented evidence that it has spent millions on research to develop methods to minimize cigarettes’ harmful effects, including developing Eclipse. The Accord brand name is clearly a rhetorical device designed to indicate that the company is willing to do its part to address the secondhand smoke issue – a battle that the industry is increasingly losing. Clean air laws are gaining ground at the local and federal level. In August of 1997, President Clinton issued an executive order eliminating smoking in federal agencies and buildings. Beginning January 1, 1998, California’s clean indoor air laws will extend to nearly every bar. At the same time, the industry’s stock arguments against smoking restrictions are being discredited. Despite the industry’s claims to the contrary, smoking bans in restaurants and bars do not adversely affect bar revenues, according to a recent study published in the November issue of the American Journal of Public Health. Philip Morris will likely claim that new "low smoke" products like Accord eliminate the need for mandated smoking restrictions. Philip Morris has promoted non-governmental solutions to clean indoor air concerns through its public relations programs promoting "Accommodation." In one public relations campaign, Philip Morris urged smoking and non-smoking restaurant patrons to resolve their conflicts through compromise and politeness. The company’s materials never acknowledge the significant health risks associated with secondhand smoke, preferring instead to suggest that allowing others to smoke is a matter of social etiquette. Regulatory Implications The development of new cigarette products such as Accord illustrates the dynamic nature of product development in the tobacco industry and underscores the need for the Food and Drug Administration to retain broad regulatory oversight over cigarettes and all future nicotine and tobacco products. This will allow the FDA to respond quickly to different tactics undertaken by the industry. Regulatory oversight is particularly important as tobacco companies market these products in a way that strongly implies that these products are "safer." Philip Morris’ implied claims that cigarette smoke would be reduced from Accord must be evaluated by an objective, scientific authority. History shows that "safer" features added to cigarettes can prove to be just a dangerous as the original product. For example, a recent study determined that filtered, low-tar cigarettes do not protect smokers from lung cancer as the industry had implied since the 1950’s. Comprehensive tobacco control legislation currently before Congress addresses the issue of oversight of new nicotine products in different ways. A bill introduced by Senator Kennedy (D-MA) includes strong language for broad FDA oversight. The bill introduced by Senator McCain (R-AZ) retains the restrictions on FDA authority as outlined in the industry’s proposed settlement with state attorneys general. Under the terms of the proposed settlement, the FDA would be required to meet stringent criteria to eliminate nicotine from cigarettes: the agency can only eliminate nicotine from cigarettes entirely after 12 years and make other product changes if it could show that the product will significantly reduce health risks to consumers, is technologically feasible and will not lead to a significant black market in unregulated tobacco products. Each of these bills may be altered as the Congressional process resumes in late January after the recess. The tobacco control policy blueprint developed by the Koop-Kessler Committee recommended that the FDA have the authority to evaluate and regulate all nicotine delivery devices produced by tobacco companies or by pharmaceutical companies. Objectives 1) To highlight the benefits Philip Morris stands to gain by introducing Accord. 2) To illustrate the need for FDA authority over future tobacco and nicotine products. Suggested Actions 1. Write letters to the editor and op-ed pieces revealing all that Philip Morris has to gain from developing alternative cigarette products such as Accord. Be sure to point out that this product is designed to protect Philip Morris, not consumers, and that the product’s effectiveness and implied safety should be evaluated by an objective authority. As evidence, cite the recent study that discovered "light" cigarettes, a product the tobacco industry’s implies are less dangerous, were found to cause cancer at similar rates as regular cigarettes (see page 2). 2. Write to your members of Congress and them to preserve the Food and Drug Administration’s full authority to regulate all tobacco products and future nicotine devices. In your letter, make it clear that Accord is only the first of many future alternative cigarette devices and that there is a need for the FDA to regulate new products as they would other cigarettes. 3. Provide your spokespeople with information about Accord and other new cigarette products, outlining several effective responses to questions consumers and lawmakers may raise about these products. Be sure to help your representatives answer questions related to the continued need for clean indoor air laws despite the development of "low smoke" products. ** Feel free to copy this Alert with attribution. There is no need to ask permission. **
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