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4/12/2011

Many smokers falsely believe that some cigarette brands may be less harmful than others, according to a new study in the journal Addiction. Among smokers in Australia, Canada, the U.K., and the U.S., those in the U.S. had the most incorrect beliefs. All conventional brands of cigarette present the same level of risk to smokers, including 'mild' and 'low-tar' brands. Research shows some base their perceptions of risk on pack color, believing that 'silver', 'gold' and 'white' brands are less harmful to smoke than 'black' or 'red' brands.