The Santa Fe Natural Tobacco Company is catching flack for an advertising campaign touting the "eco-friendly" nature of its cigarettes.
The company, which is owned by Reynolds American, says its green credibility is deserved because it purchases 100% wind power and roughly 75% of company staffers drive hybrid vehicles. in 2010, it was a member of the US Environmental Protection Agency’s Green Power Leadership Club, and it earned ISO 14001 environmental certification for its Santa Fe headquarters.
Some environmental and health advocates say it’s inherently wrong to call a cigarette green because of its dangerous health effects.
"This is yet another attempt by a tobacco company to downplay how deadly and addictive cigarettes truly are, this time by marketing a cigarette brand as environmentally friendly," says the Campaign for Tobacco-Free Kids. "Consumers should not be deceived: There is nothing healthy or environmentally responsible about Natural American Spirit cigarettes or any cigarettes."
Past ad campaigns have touted that Santa Fe cigarettes are additive-free and made with organic tobacco. In 2000, the Federal Trade Commission filed a deceptive advertising complaint and reached a settlement that required Santa Fe to add a disclaimer to its packages and advertising stating, "No additives in our tobacco does NOT mean a safer cigarette."
In 2010, attorney generals from 33 states and the District of Columbia, led by California, reached an agreement requiring Santa Fe to add a disclaimer stating, "Organic tobacco does NOT mean a safer cigarette."
Environmental groups also note that cigarette litter is a serious issue. According to research published in Tobacco Control, at least 5.6 trillion cigarettes are discarded into the environment worldwide each year. They are the most common debris collected from beaches and inland waterways during Ocean Conservancy’s annual International Coastal Cleanup – two million were pikced up in 2010. Cigarette butts contain heavy metals that can leach into waterways, posing a threat to aquatic life.
These green ads began running in magazines such as Wired, Elle, Mother Jones and Marie Claire earlier this year.
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