Cigarette packaging design impacts safety (Canada)

"A majority of consumers say cigarettes are less hazardous when the packs display words such as "silver" or "smooth," Canadian researchers find. Study leader David Hammond of the University of Waterloo calls for for the list of words banned from cigarette packaging to be expanded beyond the current prohibition of "light," "mild" and "low-tar." Hammond also suggests that other pack design elements may need to be eliminated to prevent consumers erroneously believing that one brand is less harmful than another. "Our study found that commonly used words not covered by the bans, as well as other packaging design elements such as color, the use of numbers and references to filters, were just as misleading, which means there's a loophole that needs to be closed," Hammond says in a statement" - UPI