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Canadians are going to be getting a jolt from some new graphic discount cigarette smoking ads from the federal government, CTV News reported Tuesday.
Two ads in English and two in French will begin hitting the airwaves today. Another tax free tobacco advertisement implies that calling cheap cigarettes in Canada light or mild makes them safer -- a point disputed by Marie-Josee Lapointe of the Tobacco Manufacturers Council.
"We've never made a claim they're less risky to health, in fact the only people who've claimed they're less risky to health were governments, so they shouldn't say the industry's trying to con you, they should say oops we made a mistake," she said.

A lighter risk for smokers? / New brand touted to reduce toxins

A small Virginia tobacco company is launching a new brand of cigarette designed to reduce smokers' exposure to some cancer-causing toxins.

The cigarette, named Advance, will be available at 25 Richmond-area stores by the end of the week, including some tobacco shops and convenience stores.

Advance tastes like other premium-brand light cigarettes and has the same nicotine level, Star Scientific's executives said. The difference is Advance contains tobacco with fewer chemicals known as tobacco-specific nitrosamines, or TSNAs, which are thought to be among the most potent carcinogens in tobacco and cigarette smoke.

The introduction of Advance may result in a renewed call among public health groups for Federal Drug Administration regulation of the tobacco industry, said Matthew Myers, president of the Campaign for Tobacco-Free Kids.

"Any time you can remove a carcinogen it's good," Myers said. "What's important is that it not be marketed or advertised to imply that it's safe," and that the FDA has authority to verify any claims about the health benefits of such products.

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