Many
anti-tobacco advocates and tobacco-remedy advertisements in the
late-nineteenth and early twentieth centuries identified nicotine as
the cause of addiction. One way that tobacco companies got
around the negative publicity was to market tobacco products that
were allegedly safe from the feared health hazards.
A
news brief in the June 23, 1883 issue
of Harper’s Weekly
reported the recommendation of Sir Henry Thompson, a British
physician, for using a cigarette holder with a cotton-wool filter in
order to lessen the intake of harmful substances while inhaling
tobacco. The idea fell largely on deaf ears at the time, but
can be considered a prototype of the cotton filter introduced by
Parliament cigarettes in 1931. One person who did heed the
advice was Dr. George A. Scott, an Englishman who received American
patents for several electric gadgets, which were widely advertised
in Harper’s
Weekly and
other publications. His electric hairbrushes, corsets, hats,
body belts, and other appliances were marketed, in the style of
nineteenth-century quackery, as cure-alls for rheumatism, malaria,
constipation, and a wide range of major and minor diseases. An
ad in the January 15, 1887 issue of
Harper’s Weekly
introduced “Dr. Scott’s Electric Cigarettes,” which supposedly lit
without a match. In bold print, the text declared that “No
Nicotine” could be absorbed by the smoker because of a cotton
filter. (The illustration does look like a modern filtered
cigarette.)
In the March 31, 1906
issue, a Boston firm selling Russian cigarettes
tried to entice upscale customers by flattering them as an elite set.
Cutting and mailing in the request and payment for Makaroff
cigarettes were compared to cutting interest coupons on financial
investments. Knowing that Russian cigarettes were the best
gave customers entrée to the experience of sophisticated Europeans.
The designs of the ad and cigarette had an exotic look to attract
connoisseurs. Yet for all the appeal to class bias and worldly
pleasure, the ad mentioned that the cigarettes were made with a
filter (“mouthpiece”). It “takes up nearly all of the
nicotine,” which can “poison
your system by
direct
absorption…” Given the fear of cigarettes adulterated with
narcotics, the ad emphasized that they were “made of
real tobacco…”
An
article in the May 26, 1906 issue of
Harper’s Weekly,
“What Happens When You Smoke,” explained the health dangers of
tobacco. It also discussed a new filtering system, which the
author expected would lessen, but not eliminate, the harmful effects
of smoking. However, it was not until the 1930s that two major
brands, Parliament and Viceroy, introduced cigarettes with filters
(made of cotton and cellulose acetate, respectively); they obtained
only two percent of the market through the 1940s. With the
increasing number of scientific reports connecting tobacco use with
cancer, tobacco companies began a concerted effort in the 1950s to
develop an allegedly safer cigarette, so that by 1960 half of the
cigarettes manufactured in the United States had filters. The
emphasis in cigarette advertising, though, was on taste, not health.
By 1979, filter cigarettes made up 90% of sales. Despite the
product development, filters provide little health benefit for
addicted smokers. |