liirning the light of Truth
'■4i.
on fa
S c
v 4
:iud misleading statements
in recent
WHAT ANOTHER MANU
FACTURER of cigarettes
chooses to say about his
product is not of course
our affair. Even when he sees fit
to misrepresent his own product
and leave false impressions concern
ing it, that still is his business—
not ours.
But—when, in his advertising,
he goes beyond his own product and
makes false statements or leaves
misleading impressions about other
cigarettes—then it is time the truth
be told.
Some time ago a manufacturer
of cigarettes used the following
statements in his advertising:
“The extra secret heating process
removes from (-) harmful
irritants, corrosive aerids, which
are present in the cigarettes
manufactured in the old-fash
ioned way* and which cause
throat irritation and coughing.1*
“No matter how' much or how
little you pay for cigarettes you
have a choice of only two general
classes and not more than two.
In one class you have the billions
of cigaretts manufactured in the
old-fashioned way and in the
other you have (-), the
toasted cigarette, a product of
modern science, a cigarette from
which harmful irritants have
been removed by that extra se
cret process described by the
phrase ‘It’s toasted,.’'
WHEN THESE STATE
MENTS were first made, we
assumed that they were a
casual phase of that manufacturer’s
advertising and did not represent
a deliberate and calculated policy.
After making a few such state
ments, he abandoned this particu
lar form of advertising. However,
other statements used in his adver
tising came to the attention the
Federal Trade Commission an a
question of their tnithfillness.
As a result of the action of the Fed
eral Trade Commission he was
ordered to stop his practice of us
ing in his advertising false testi
monials of non smokers to the ef
fect that they kept slender by smok
ing his brand of cigarettes, and was
further ordered to stop using other
fake testimonials and specious ar
gument that all can keep slender by
using his brand of cigaretts. He
then began to U3t* again the form
of statement quoted above or var
iations of it.
IF ANY MANUFACTURER
chooses to say that the tobaccos
he uses contain “harmful irri
tants, corrosive acrids, that are in
jnrious to the throat/’ and then to
claim that these same are removed
by the heat treating process, that
is his own affair. But when he tries
to create the impression that it is
the general practice to use in cig
arettes such rank tobaccos as he
describes, we object to the attempt
ed reflection on the industry.
We never have used in our blend
those rank tobaccos which can be
properly described as containing
“harmful irritants, corrosive ac
rids/’ nor do we believe that they
are used by some of the other
manufacturers.
If that manufacturer wishes to ad
vertise heat treatment, calling it
toastiig or what-not, that is his
right. But when, in so doing* he
tries to create the impression that
he is the only maker of cigarettes
who treats tobaccos with heat, the
truth again needs to be told.
The publication of fake testimonial
is no greater perversion of the
truth than to imply that the heat
treatment of tobaccos is an exctu
ive proces with any single man
facturer.
HE FACT is that the use of
heat treatment in the manu
facture of tobacco is about the
the most commonplace and univer
sally practiced method in the indus
try. It has long been standard prac
Wc use the heat treatment in its
most modern and scientific applica
ions, both in the preparation and
m the manufacture of those mild,
fragrant, ripe tobaccos that carry
their natural goodness into
CAMELS.
The first CAMEL Cigarette we
ever made was manufactured un
der the heat-treating process. Every
one of the billions of CAMELS pro
duced since has been manufactured
under heat treatment. We rely up
on heat to the limits of its possi
bilities to make our good tobaccos
better. It cannot make inferior to
baccos good.
tice.
WHETHER OR NOT a manu
facturer, to have something
to talk to the public about,
attaches a contrivance to his heat
treating machine to catch, condense
and bottle the vapors that come
from them can have no more ef
fect toward improving the tobacco
than your catching and bottling the
vapors that come from your teapot
would have toward improving the
tea in the pot
Our own brand, CAMEL, continues
to grow* but, we are, nevertheless,
unwilling to let these far reaching
false statements or reflections re
garding the cigarette industry go
uncorrected.
R. J. Reynolds Tobacco Company
Makers of CAMEL Cigarettes