3. What are the ethical issues involved surrounding Brown & Williamson’s launch of this product?

For some years, there has been an ongoing debate over the marketing of so-called safer cigarettes—cigarettes with lower levels of cancer-causing substances that could be seen as healthier alternatives to regular cigarettes.

One brand that was tested in recent years but is currently not on the market is Advance. Advance was produced by Brown & Williamson Tobacco (now owned by R.J.

Reynolds). “Safer” cigarette brands have not done well in the U.S. market, although some in the industry think there is a niche in this area. As such, the test and various reactions to it, which are detailed next, are instructive regarding the issues surrounding this product.