Tmo ~w 3 c) 1~ N.~ SF~Ba1N. sso 8 a0saa. Source: pax.anprsc'

Transkript

1 I 1~ N.~ SF~Ba1N pax.anprsc' Tmo ~w 3 c) OSLO Barry Richardson Brown 8 Williamson (Europe) S.A. Rue Defacqz Brussels Belgium We hereby send you the translation from Norwegian into English of article "Disputed cigarette with aerodynamic filter" in "TObakk" No. 1/84. The magazine is a trade press organ. It is issued eight times a year ; the number of copies at the moment being Best regards, on behalf of Mr.Rolf Heggen,.7.L.Tiedemanns Tobaksfabrik, INTERVACO NORGE A.S sso 8 a0saa

2 Translation from Norwegian into English af article in "Tobakk" No DISPUTED CIGARETTE WITH AERODYNAMIC FILTER. Lately many new cigarette brands have been introduced onto the Norwegian market. They all have in common that they are cigarettes with a low content of tar and nicotine. And there is nothing strange about that, since we from January 1st this year got new regulations on the declaration of contents related to the above mentioned substances in cigarettes. Due to the market competition it is of course of great significance to develop a product which is capable of being placed on top of the low-content list. If this brand also has a rich flavour,and can refer to other characteristics important to the consumer ; well, then the success should be guaranteed. In our last issue we presented a table of tar, nicotine and carbonmonoxide content in the cigarettes that are available on the Norwegian market. It shows that Barclay, which was introduced in October last year by J.L.Tiedemanns Tobaksfabrik, is topping the list of low contents of tar, nicotine and carbonmonoxide. Barclay is manufactured in Finland by Suomen Tupakka OY, under license from Brown 8 Williamson Tobacco Corporation, and it was first marketed in the USA in In Europe, or more precisely Switzerland, it arrived a little over a year ago. Since then it has also been launched in Belgium, Holland and Finland, in addition to Norway. A new tvue of filter In countries where the cigarette has been launched, it has already obtained relatively high market shares. There may be G90 S 30544

3 2 many reasons for this, but according to J.L.Tiedemanns Tobaksfabrik, the success is to be found in the new "Actron" filter, which combines taste experience with low tar and nicotine content values in the smoke.and during the draw, the air/smoke mixture easily passes through the filter. These are qualities which the smokers until now have found lacking in other "low tar" cigarettes, the Norwegian distributor claims. The "Actron"filter is based on the principles of aerodynamics and psychosensory findings, and it took the Brown & Williamson scientists 3 years to develop the method. It is the unique construction of the "Actron"filter which enables the air/smoke mixture to stimulate the taste receptors within the oral cavity in a way, different form other cigarettes. Misleading When Barclay was first launched in the USA, containing 1 mg tar, the rivals expressed strong doubts as to whether it was possible, that a cigarette with such rich flavour, could contain so little tar. Among other things it was alleged that when people smoke normally, either the lip pressure would crush the filter, or the smoker's lips would drape or fold over the vents in the filter, thereby decreasing the ventilation and increasing the tar and nicotine deliveries. This will not take place when smoking the cigarette on the specially designed smoking machines, which are used to determine the contents of e.g. tar and nicotine. Therefore the competitors stressed that the values found on the machines, are lower than the values from the consumers' actual smoking. Evidence and counterevidence In the USA and Europe leading scientists have been engaged on both sides ever since Barclay appeared on the market, trying to prove or disprove the allegations which have been presented. G90d30'i45

4 3 Thus, on behalf of the Barclay manufacturer Brown & Williamson, researchers have measured the concentration of cotinine in the smokers' blood. Cotinine is a stable major nicotine metabolite, and it is a direct expression of nicotine intake,and indirectly a measure of tar absorbtion. The level of cotinine in the blood plasma of the smokers was found to be equivalent to the amount of nicotine the machine tests had measured, and so the measurings on the smoking machines had to give a correct answer. One of the competitors, Philip Morris Inc. developed an instrument in order to measure how effective the ventilation in the new "Actron"filter is, and found that the smoker's lips in fact occlude the vent openings in the filter. By request from Barclay's competitors in the USA, the Federal Trade Commission, the governmental agency responsible for regulating advertising, agreed to investigate the matter, but not to stop the sale. Court decision As a result of the research FTC declared that while Brown & Williamson had done nothing wrong in marketing Barclay, it could no longer rely on the FTC tests to prove that Barclay is a"l mg tar" product. The FTC then told Brown & Williamson to change the text in Barclay's advertising. Brown & Williamson disagreed and went to court. On October 14th 1983 the court decision ruled that Barclay could still be described as a cigarette with an especially low content of tar. The use of the slogan "99% tar free" was permitted, but not the "1 mg tar". The decision, which is restricted to the USA only, has later been appealed. The competitiors have also tried to obstruct the launching in Europe. In Switzerland, as well as in Belgium, the case ended up in court, but in both countries Brown & Williamson was permitted to declare Barclay with "1 mg tar". As a curiosity y46

5 4 it must be mentioned that the judge himself took part in experiments with the ventilation channels in the "Actron"filter. Extremely hard competition So far the rivals have not taken any legal action against Barclay neither in Holland, nor in Finland - and as far as we know, this is the case in Norway as well. But the launching of Barclay confirms that there is a world-wide and extremely hard competition among the cigarette manufacturers, and that the marketing above all plays a tremendously important role. esos sos47

6 Omstridt sigarett med aerodynamisk filter 1 dnn asnsrn Bd.r dst knmmst Mrs ny. slqar.omorkor yl markwot h.r hjorslmo- F.OaNar dom sllo sr s1 d.t sr siparottsr mod 4H Innhold avtynrs ob nikotin.oi d marks IfB.rl Bmnnsn IIOSe dn, fordl vi m.d virkninb In 1. pnuar I h Hkk bs.tommolssn em Inn holdsdoklvslon av d. novntl atoahr I sn slpann. Av konlmmnsomssipv Mnqn.r Vibragleiforrigenummera.bladesen USA. inncholdende I mg Ija,re, uooppssilling ove 'nnholdel av sjare, Irykse konkunentene nerk rcil om dei nikain og kulkni de sigrcnene som mulig m en sipvren mcd s2 la.n finnespadesnorskemarked.denviser rjxreivnholdkunnchasasserksmnkd at Barclay. snm hle inlmdusen avj. L. Bl.a. hle dot hevdn al nar folk mker Tiedemanns Tobaksfahdk i oksohcr nonnall. hlir Gltern emen knusi ac iflor. luppn lismn n2r det gialdt lan snkkei rra Ieppene. e0a mkerens sjacre-, nikolin-og kullosinnhold. Icpper vil dekke u.er ellcr lukke seg Barclay fab,ikern i Finland in mndl venlilasjonshullenei fdlern.og Suomen Tupakka 01' for bl a. del derigjennom mimke vcmilasjonen og norskemarycd,ogp2lkensfrabrown nke den avgir sjare- og nikogn- & WBliamson Tobacco Corporaiion. mengde. Dene vil lkke skja nar slqer og ble ferslc gang markedsfon i USA i enen rokes i dc spesielle rekemzskin- 198U TB Europa. narmere hnmml ene som hemms for A fmne frem til Svrirs.komden(orvelalarsldemoger ionhow avhls.ljareognikolin mnereogsdblinlansenibelpa.neder- DeRor menm konkurrenlene at land og Finland forurev na altsa i verdienesomrekemnskinenekommer Norgee fremgl,erlavereenndeverdieoesom Nytyp.flNw Da hvor sigarcnen tidligere er lansen, har den ellercde oppn2dd relmi. bra markcdsandeler. Dene kan selvsagt skyldes fonkjellige anaker, men ih. J. L Tiedamanns Tobakvfabrik s2 mener man at suksessen skyldes del nye ACwnu-BllercL som kumbinerer smaksoppkvelsc mcd lavc verdier for tjarc- og nikaininnhold i reykcn. ReykAuftblandingen slipper ogsa kn gjennom Blnrn nar man srekkcr inn. Denc nr egenskaper som lekcrc tid- Bgere bar savnet i andre.low lam pradukrer. blir des hadn av dcn norskc dislribumren..mmma-filsaren er unikles ener prinsipper bascn 0 msullater fra aerodynamiske og psykoscnsoriskc undersekelscr. og dn bar tan forskere ved Brown & Williamson 3 Ar 2 komme fram sil meioden. Del er.ammm»-frlrems spesielle konsmksjon som gpr al hlandingen av lufi ug reyk i munnhulm som p2virker SmakSDrganene pa anncn male cnn 1 andrc sigarener. YBNtl.nd. Da Bamlay for fnrsle gdng hle lansen i mkeme i prakis rar. dst da nsturlip nak w stor bnydninb A komm. fnm til at Vrodukt som q/srat msrkrt k.n harvdo ssb han I toppen. Nvis morkot s.mtidlp oysk har on smsk ob or I bmantnss w andre sbonsk.por sem avbj.r hva fur hnrksr.n.nsksr A kjapy j., ds skullo suksss.n vsr, slkrn.. B.ris op motmris Ledende virenskapsmcnn i USA og i Europa har derfor siden Barclay kom pa markedel vsn engasjen-p2 beggc sider - for a forseke A bevise Acr mulherise de panander, rom bar van fremfen. Salcds har forskere pa vagne av Barclay-pmdusrnlcn Bmwn & Willismeon forcun malingcr av cainin-konscntrasjoncn i hlodn pa mkn<. Colinin arm smbj hoveddel av Nkaimog den ern direktc unrykk for nikainoppukn og indirekrca mal for Ija,rcah.sorbsjonen. Man fanl arcainin-nivan i mkemcs blodplasma Rlsvane den mcngde nikdin maskimenme haddc m21l og fnlgelig mane m2lingcnc i mkt` maskinrne g/ n rikslg svar En av konkunensene, Philip Morm Inc. unikles n zpparas for 9 m21e hvnr cb'ekiis vemilasjone i dn nyc «Anronu-Glrern cr, og kom frem lil al mkertns Iepper faksisk smnger for filrarns.ansilasjons2pningcr. Ener anmodning in Barclay, konkunenmri USApkkshe Federal Trade Commission. da regjerin'konsorel som har ansvarn for reguledng av reklzmc. med p1 8 underseke saken. men ikke smppe salges NattsasrBlarslss Resulusn av undersokelsen ble at FTC unalse at selv om Brown & Williamson ikkc bar gjon noe gals ved A markedsfnre Barclay. kunne m ikke lenger smne seg sd FTC-nt for a be.ise at Barclay er et I mg aljsm,-pmdukc FTC ha sa Brown & Williamson om A andre innholdn i Barctay's rcklame Denc var Bro.vn & Williamson uenig i, og anla retnak. Domsavsigelsen IA4 omoher 1983 gikk us pa as Barclay fonsan kunne karakterucrcs som e siparets mcd spesielslah Ijareinnhold og man ga tillalelse sil A bmke slagordeo,4d %ur freen, men ikke I my mc Dammen som bare Rr virkning for USA er sencse eppellen. Konkurrcnnnc har ogsa forsakt A hindre hnsenngcn i Eumpa. Bade i Sveils og i Bclpa fene dn lil rensaker, men i bepge landene fikk Brown & Winiamson anledning hl a innholdsdeklarerebarclaymed 1 mgljare:som en kuriosital kan des ncvnes a[ i Belgia var dummcren selv med pt a gjere eksperimensar mcd ventilasjonskanalcne i aac2rom-fdrerci. B.inhard konlosrranaa Forelepig har konkurrentene ikke san igang noen rtrtsmessig aksjon md Barclay hverken i Nededend dlar i Finland.ogforsavidsvivelhallerikke her i landn. Men Barclay-lansedngen bekrelier at dei er e heinhardl konkunanseklima blans sigarctspru duscntcne verden over. og ikke minst hcryr markedsfniingen uendelig megcl. E;90S