American Spirit: Not a safer choice

Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative® found that nearly 64 percent of Natural American Spirit smokers inaccurately believe the cigarettes are less harmful than other brands. That compares to 8.3 percent of smokers of other brands. Put another way, Natural American Spirit smokers are over 22 times more likely than other smokers to believe their brand is less harmful, despite the fact that there is no evidence that they are any safer.