Japan Tobacco joins attack on EU legislation

Date: 22 Sep 2001

Japan Tobacco, which is the world's third–largest cigarette maker, is joining British American Tobacco and Imperial Tobacco is taking the EU to court over new labelling rules. The rules dictate that cigarettes may not be sold under a "mild" or "light" label from 2003.

The company is challenging the rule on the basis that its best–selling "Mild Seven" brand would be outlawed – whilst it is a well known and accepted brand across the world. The "Mild" in the brand name relates to flavour, not to tar strength.

The EU rules are motivated by the view that nothing should be permitted on cigarette packets that give the impression that the contents are somehow more "healthy" than standard cigarettes. The fear is that such labels will encourage more people to smoke, or to continue smoking.

The tobacco companies have argued that the law prevents them from undertaking a socially responsible path – to reduce the harm to human health created by their product. The inability to promote lower tar cigarettes as better means that many customers will continue to smoke full tar cigarettes in the view that all cigarettes are much the same.

BAT and Imperial have also opposed the directive's requirement for larger and more graphic health warnings on packets.

Article source: FT

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