All over America, more scientists and educators smoke Kent with the Micronite Filter than any other cigarette!
1969 The Myth of the “Safe” Cigarette: Filters and “Health Reassurance” Cigarettes (“No other cigarette approaches such a degree of health protection . . .”)
Filters promoted health reassurance, but did little to reduce the hazards of smoking. Industry chemists were actually well aware that most filters actually removed no more tar and nicotine than the same length of tobacco would have! Madison Avenue nonetheless stepped up to the challenge of selling filters as the intelligent choice for smokers worried about their health: “The man who thinks for himself knows Viceroy gives you more of what you change to a filter for” - “You’re so smart to smoke Parliament.” - “More scientists and educators smoke Kent.”
Kent’s Micronite Filter (Lorillard Tobacco Company) for at least 5 years in the 1950s contained crocidolite asbestos, one of the deadliest forms of this fibrous mineral. Smokers inhaled millions of deadly fibers per year and were never told of the hazard. Filtered brands nonetheless were a great success, growing in market share from 2 % in 1950 to 50 % in 1960 and 99% in 2005.
Filter, Male
