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Blowing Smoke About Chemophobia
By Elizabeth M. Whelan, Sc.D., M.P.H.
While reading Newsweek recently, I encountered a cardboard, color advertising insert that asked me "Do You Know What You're Smoking?" Upon opening the insert, I was given the answer, "it could be one of the 464 chemicals found in cigarettes."
The footnote to this headline explained, "the fact is the tobacco in most cigarettes contains additives drawn from a list of 464 chemicals commonly used in tobacco products. In addition, other tobacco companies use processed stems, reconstituted sheet tobacco and add other inexpensive, lower grade components."
Then comes the pitch for "Natural American Spirit" cigarettes: "we add none of these...the only ingredient used in Natural American Spirit is premium 100% additive-free, whole leaf, natural tobacco." Sure, there is the insipid warning at the bottom of the insert saying "no additives in our tobacco does not mean a safer cigarette." But let's get real. The whole thrust of this ad is that the "natural" cigarette is indeed safer. What other point could there be in bragging about not having "chemicals"?
Unfortunately, many uninformed smokers will conclude that this "natural" product is safer -- more "pure." Indeed, even the recent Surgeon General's report on secondhand smoke and World Health Organization literature on cigarettes and health knows now stoop to scaring consumers about "chemicals" in cigarettes -- though they well know it is not "chemicals" in tobacco that cause health havoc but inhalation of the combustion products of tobacco. But if the SG and WHO sound the alarm about "chemicals" in cigarettes, wouldn't you be better off with a "natural, chemical-free cigarette"? It would be regrettable but understandable if consumers concluded this.
This advertisement is additionally galling, since it even goes beyond the strongly implied health claim, venturing into enviro-speak to create a warm and fuzzy feeling about smoking American Spirit: "we've pioneered our own earth-friendly and organic tobacco-growing programs and committed to renewable energy sources, including wind power and reforestation."
In other words, while you smoke and put yourself at extraordinary risk of lung cancer, heart disease, obstructive lung disease, and more, you can glow in the realization that while you are losing your life, you are at least saving the environment.
Elizabeth M. Whelan, Sc.D., MPH, is founder and president of the American Council on Science and Health (ACSH.org, HealthFactsAndFears.com).
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