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Where permitted, we use terms such as low-tar, light, ultra-light, medium and mild to facilitate consumers ability to distinguish among these different product offerings.6 Where not permitted to use such product descriptors, a colour-coding system has been used to ensure that variants remain associated with descriptors (eg, Light, mild, low tar) previously deemed misleading and deceptive, and distinctions can still be made among variants on the basis of their sequential tar yields.79 For the Marlboro brand family historically, red has signified the parent brand and is commonly used for regular cigarettes, whereas blue, gold and silver are commonly understood to signal sequentially lighter variants.10 Black was likely selected by PMI as a package colour for Marlboro to communicate the brands premium or market leadership status

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