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Studies show that about 90 percent of smokers and nonsmokers believe that cigarettes described as light or have certain colors on the packages are less harmful even though all commercial cigarettes are equally lethal, said David Hammond, a health behavior researcher at the University of Waterloo in Canada

A cigarette that tastes great, gives a big kick, and is healthier, too

Long years of advertising, however, emphasized measurements of lower tar and nicotine in light cigarettes, even though those were measured with smoking machines that dont mirror how real smokers puff

While customers may already see some of the new packaging in stores, calling their smokes by their old names may be a harder habit to break than smoking itself