Tobacco Documents Online

10 commerce within the intent and meaning of the Federal Trade Commission Act. By the Commission. /s/ LowELr B. N'InsoN, LowFLL B, MnsoN, ActingChairman. fsEAZ) ISSUED: March 31, 1950: AzrESr: /s/ D. C ~: DANIEL D. C. DANIEL, Secretary.. t 4

11 Conuijission's Exhibit No. 48 Cigarette facts Unmasked by Reader's Digest Impartial tests find OLD GOLD lowest in Nicotine OLD GOLD lowest in Throat- Irritating Tars and Resins SEE HOW YOUR BRAND COMPARES WITH OLD GOLD Reader's Diy;est assignrd a scienufic testing IaLwra- ronto find uut ahuut cigarettes- They tested seven tead- ink ciR.trrttes and Rcader's Digest published the results. Thc cigerrtc whose smoke was lowest in nicotine was Old Guhf The aK.irrtre with the least throarirritating tars and resins w-as Old Gold. On both these maior counts Old Gold was best among all sc.en ciKarenes tested_ Get )uly- Readcrs Digest. Turn to page 5. See what this hil;hly respcctcd msy;-ne repurts- Whrn you do, you'11 say "Erum nuw un my cigarette is Old Gold." P. LORILLARD COMPANY Blcndcrs Of finc [obaccos sincc 1760

r 12 This advertisement appeared'~ in the followingpublications- NBw'spapera in Ngw York City Herald Tribune (M) Times (M) World Telegram, (E) Sun (E) Journal American (E) Mirror (Tabloid M) News (Tabloid: M) Dat'a , Siae 6/29/42 1,500 lines 6/29/42 1,5001ines 7/' 1/42 1,5001ines 7/ 1/42 1,5001ines 7/ 1/42' 1,5001ines 6/29/42 1,000 lines 6/30/42 1,000 lines

13 Conu'tiissioi2's Exhibit No. 49 Reader's Digest Exposes Cigarette Claims!... Impartial tests find OLD GOLD lowest in Nicotine and Thro~t- Irritatingand Resins SEE HOW YOUR BRAND COMPARES WITH OLD GOLD Reader's Digest assigned a scientific testing labora- tory to find out about cigarettes. They tested sesen lead- ing cigarettes and Reader's Digest published the results. The cigarette whose smoke was lowest in nicotine was Old Gold. The cigarette with the least throat-irritating tars and resins was Old Gold. On both these major counts Old Gold was best among all sesen cigarettes tested. Get /ufy Reader's Digest. Turn to page S. See what this highly reshectcd magazine reports. When you do, you'll say "From now on my cigarette is Old Gold." P. LORILLIRD COMPANY Blenders of fine tobaccos since 1760 W

14 This advertisement appeared in the following publications- Newspapers in NBw York Gity Date 6ize Herald Tribune (M) 7/2/42 1,000 lines Times (M) 7/2/42 1,00017nes Mirror (Tabloid'; M)7/2J42 1,000 lines News (Tabloid M) 7/2/42 1,000 lines

15 Cotumi,sio>;><'s Exhibit No. 50 Are Cigarette Claims True or ~ PM u 0 Reader's Digest exposes cigarette claims! Impartial tests find OLD GOLD lowest in Nicotine, lowest in Throat-Irritating Tars and Resins! SEE HOW YOUR BRAND COMPARES WITH OLD GOLD Reader's Digest assigned a scientific testing laboratory to find out about cigarettes. They tested seven leading cigarettes and Reader's Digest published the results. The cigarette whose smoke was lowest in nicotine was Old Gold. The cigarette with the least throat-irritating tars and resins w-as Old Gold. On both these major counes Old Gold was best among all seven cigarettes tested. Get July Reader's Digest. Turn to page 5. See what this highly respected magazine reports. Yod11 say, "From now on my cigareae is Old Gold." Light one: Note that mild, intentting flavor. Easy on throat? Sure: And nrure smoking pleasure: Yes, it's the neuOid Gold-finer yet since "Something New has been Added." P. LORILLARD COMPMIY, Established 1760

16 This adVhrtisement appe~ared' in the following publ7cations- Nerocspapera in New York Oitg~ Date Bize Herald Trihune~ (M)~ 7~/7/42~ 1,0001ines~~ Time.s: (M )~~ 7/~7 /42 1,0001ines W~orld Telegram (,E) 7/6/42 1,000~~ lines Sun (E) 7/6/42 1,000 lines Journal Arnerican~ (E) 7~/6/42~ 1~,0001ines Mirror (Tabloid M)~ 7/9/42 1,0001ines NeEVs (Tabloid M) 7/7/42 1,000 lines

17 Commission's Exhibit No. 53 FIRST! AMONG 7 LEADING BRANDS, IMPARTIAL TESTS BY READER'S DIGEST SHOW OLD GULD III IN NICOTINE IN IRRITATINGTARS AND RESINS Rcader's Digest employed a scienri8c testing,laboratory to find out about 7 leading brands of cigarettes. Rea& the unbiased report of the results in the July issue of this world•famous magazine. * Thc smoke of Old Gold was lowest in nicotint tontrntP * The smoke oPOld Gold was IOwest in throat-irritating tars arrd retins!' Judge your own cigarette on this independent basis. Find out how good yorrr smoke can bc-with new Old Gold!' The swing everywhere is to new Ol&Golds!. P. Lori117rd Company, Established 1760

18' This advertisement appeared in the following publications- Newspapers in New York City Dnte Size Herald Tribune (M) 7/17/42 1,000 lines Times (IVI) 7/16/42 1,000 lines World Telegram (E ) 7/21 /42 1,000 lines Sun (E) 7/24/42 1,000'lines ]ournal Arnerican~ (E) 7/24/42 1,0001ines Mirror (Tabloid M) 7/15/42' 1,0001ines News (Tabloid M) 7/17/42 1,000 lines This advertisement also appeared in 748-line size in out-o.£- city newspapers. M 4h i-a .14 C©

19 Co><n><nission''s Exhibit No. 58 Citation 1 ,TI NewOLD GOLD rI~y /V/COT/NE / 111wfs T/NG ~~ y JRiP/fA ~,qRSANORE.f/Ns ~u ~r~oeonu se.nede mccer ntrc IN IMPARTIAL READfR'S DIGEST TESTS OLD GOLD method of processing tobacco reduces Nicotine and Irritants On two~majpr counts Old Gold was firit among 7 leading brands in the tests reported by Reader's Digest in July. The scientific laboratory em- ployed by this respected, world- famous magazine found: st The smokeof Old Gold LOWEST inn nicotine ir Old Gold LOWEST in throat- irritating tors and resins These are the 6ndings of a scientihc laboratory employed by Reader's Digest to give information to readers. The makera of Old Gold use an est.a rtrP in preparing Old Gold' tobacco. Tests show it consistently reduces nicotine and takes out for- eign odors and irritants. No wonder the new Old Gold is converting,smokers everywhere! Try it. Experience its dklicious new nste. No laboratory can sh'ow, you that!! You'Il'get a new idea of how enjoy- ablk a cigarette can be' P. Lurilt.rd Cemp.q, Eaabtished't760