American Spirit launched a new campaign in 2017 featuring the phrases “Real. Simple. Different.” and “Tobacco Ingredients: Tobacco & Water” after being required to remove the terms "additive-free" and "natural" from its labels and promotional materials by the Food and Drug Administration. (The company was allowed to keep “natural” in its brand name.)
Previous research found that terms like “Made with Organic Tobacco,” “100% Additive-Free” and “100% U.S. Grown Tobacco,” led 50-60% of U.S. adults to incorrectly believe that American Spirit cigarettes are less harmful than a comparison cigarette pack.