WASHINGTON - With the Family Smoking Prevention and Tobacco Control Act due to take effect June 22, tobacco companies are lightening up their packaging colors on "light" or "mild" cigarette brands, USA Today reports. The act prohibits the use of the words "light" or "mild" on cigarette advertising or packaging.

Rep. Henry Waxman (D-CA) and the American Lung Association have accused the tobacco companies of being disingenuous for using lighter colors to convey the "light" or "mild" brands. The Food and Drug Administration (FDA) issued guidance that found many smokers think cigarettes called "light" or "mild" have fewer health risks.

The color changes are "a transparent attempt by the tobacco industry to evade the law and mislead consumers," said Waxman.

"The tobacco industry is masterful in its knowledge of consumer behavior and marketing," added Paul Billings, vice president for national policy for lung association.

R.J. Reynolds countered that the "smoking experience" is what smokers enjoy about "light" cigarettes. Coloring the packaging on those brands will alert smokers that the taste they enjoy is still available, said David Howard of R.J. Reynolds, which makes the Salem brand.

Salem cigarette packages had been the same green shade but now "lights" are housed in a lighter green and white, while "ultra lights" come in a pale gray and white. "The bottom line is there is no safe cigarette??and that is certainly well-known among adult cigarette consumers," said Howard.

FDA spokeswoman Kathleen Quinn said the ban encompasses "mild," "light" and "low" but that the agency would look into any probably violations on a case-by-case basis.