The filter on light cigarettes is perforated, allowing some of the smoke to come out there instead of through the filter and theoretically into the mouth. This theoretically produces a lighter flavor and is claimed to be healthier than normal cigarettes. In reality, it is a marketing/regulation thing and the way that most cigarette smokers hold them blocks the perforations. But on the machine that tests them, it works fine and gives them a “safer” rating than regular cigarettes.
As for loose tobacco, the color doesn’t really matter and it may come down to marketing to people that think they’re getting a lighter tobacco instead of a stronger one.
So, I have experimented with a large variety of nicotine products but I am far from a tobacconist. I buy whole leaf tobacco and make my own blends to make my cigarettes and my snus. There are many, types of tobacco with different flavor profiles and nicotine contents and different processing techniques to get a desired product.
As others have said there are different cigarette filters that contribute to a cigarette being “light” but the blend of the tobacco also contributes. A light blend usually has less darker tobacco’s and more “bright” leaf tobaccos and oriental tobaccos from what I understand, someone feel free to correct me if I’m wrong.
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