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When asked about this provision banning comparisons, Altria''s Berlind says he actually was against it. But he says FDA approval of health claims is essential to public trust. "There''s no effective regulation of terms, there''s no effective regulation of ingredients disclosure, there''s no regulation about the claims that 898collection some companies are starting to make about new product technologies, and all of this is not good for consumers and puts the company in an awkward situation," Berlind says. "No matter what we do, we get criticized. If we disclose ingredients in a particular way, the tobacco-control groups say we''re not disclosing enough. If we disclose too much, they say we''re lying about it and the government hasn''t 898collection verified it. If we use terms like ''lite'' and ''ultralite'' in a particular way, they say that we''re being deceptive. If we don''t use them or if we don''t make claims about the new products, they say we''re withholding information from consumers. No matter what we do we come under intense criticism, fair or unfair. We believe strongly that we need regulation to address a lot of these issues."

[1] Klein JD, St Clair S. Do candy cigarettes encourage young people to smoke? BMJ 2000;321:362-5. (5 August.)[2] Glantz SA. The truth about big tobacco in its own words. 898collection BMJ 2000;321:313-4. (5 August.)Philip Morris does market to young peopleEDITOR--Merlo''s claim in the letter above (which we had seen at www.bmj.com/cgi/ eletters/321/7257/362#EL2) that Philip Morris (PM) does not permit the unauthorised use of trademarks, including use on clothing or merchandise, is untrue. Whenever cigarette companies are asked about this kind of trademark infringement they deny involvement in it and claim that they protect their trademarks and copyrights aggressively. Merlo also claims that since 1995 the company has rewarded those who report violations. Interestingly, she did not comment on the Marlboro look-alike toy mentioned and pictured in Davis''s short piece in the BMJ''s theme issue on smoking? This "cigarette pack" squirt gun is labelled as "Intended for ages 5 and up." We have documents from Philip Morris''s own files which show that confectioners still had the company''s express written permission to use Philip Morris brand names and designs on candy cigarettes at least as late as 1967 (PM 2501003597-98, PM 2501003621-22). (A selection of documents from Philip Morris''s files made public through litigation are contained in the Minnesota 898collection Tobacco Document Depository, 898collection where they are identified by the numbers cited.) In fact, candy 898collection cigarettes bearing the legend "made under the license of Philip Morris Inc" were still marketed in 1975 (PM 2501003561-621. Company documents also establish that Philip Morris''s permissive attitude toward having its cigarette trade dress appear on children''s 898collection products did not end even at that late date.

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