The U.S. Food and Drug Administration on Thursday prevented the cigarette maker, Philip Morris, to evade the ban on promoting the cigarettes as "light," "mild" or "low-tar".

The U.S. Food and Drug Administration in a letter to Morris parent Company, Altria Group had shown its concerns over the advertisements written on the packs of Marlboro Lights.

The ban is to be in effect from June 22 onwards and has authorized the FDA to regulate tobacco products.

The FDA letter said, “By stating that only the packaging is changing, but the cigarettes will stay the same, the onset suggests that Marlboro in the gold pack will have the same characteristics as Marlboro Lights, including any mistaken attributes associated with the 'light' cigarettes".

It added that Altria is required to submit all documents and materials related to the marketing or sale of Marlboro Lights, creative recommendations and dissemination strategies.

The FDA has demanded that the Company must shut down all of its market research, which it is conducting or planning to conduct on the reaction of the consumers for the changes in Marlboro Lights and new gold packs.

To circumvent the ban, the tobacco Companies who were using lighter-colored packaging for light brands are now switching to terms such as "gold" and "silver" to replace "light" and "ultra-light”. The FDA expressed its concern over the issue of misleading the consumers as Companies are trying to promote that certain cigarettes are safer and discourages smokers from quitting, is harmful to public health.

The anti-smoking group Campaign for Tobacco-Free Kids has anticipated the FDA move.