BAT Ordered to Change Misleading Tobacco Ads

South Korea's fair trade regulator has ordered British American Tobacco (BAT) to change a set of advertisements that could mislead consumers.

BAT claims in its English and Korean advertisements for Dunhill Fine Cut cigarettes that the product contains 100 percent "tobacco leaf without stems," according to the Fair Trade Commission.

However, the FTC said the BAT cigarettes contain between 0.31 and 0.34 percent stems, citing a local university study. Experts say stems could alter the flavor of cigarettes.

This is the first time that the antitrust regulator has ordered a foreign tobacco company to change its advertisements for delivering misleading information.