I've Got the Marlboro Blues


Starting today, tobacco companies are no longer permitted to call their cigarettes "light," "low-tar," "mild," or "medium." Those adjectives, which are banned by the Family Smoking Prevention and Tobacco Control Act based on the concern that they misleadingly imply a health advantage, will be replaced by color-coded packages: The product formerly known as Marlboro Lights will be called Marlboro Gold Pack, while Marlboro Menthol Milds will give way to Marlboro Menthol Blue Pack. Since the FDA cannot force consumers to use different terminology, retail interactions probably will not change much. "I'll ask for Newport Light 100s," one smoker tells A.P., "and I'll let them decipher it." Feel safer?