Food and Drug Administration (FDA) regulatory measures over tobacco. Fire-safe cigarette Cigarettes are a frequent source of deadly fires in private homes, which prompted both the European Union and the United States to require cigarettes to be fire-standard compliant. According to Simon Chapman, a professor of public health at the University of Sydney, reduction of burning agents in cigarettes would be a simple and effective means of dramatically reducing the ignition propensity of cigarettes. Since the 1980s, prominent cigarette manufacturers such as Philip Morris and R.J. Reynolds have developed fire safe cigarettes, but Phillip Morris was later the subject of a government lawsuit for allegedly hiding the even greater dangers associated with their brand of such cigarettes. The burn rate of cigarette paper is regulated through the application of different forms of microcrystalline cellulose to the paper. Cigarette paper has been specially engineered by creating bands of different porosity to create "fire-safe" cigarettes. These cigarettes have a reduced idle burning speed which allows them to self-extinguish. This fire-safe paper is manufactured by mechanically altering the setting of the paper slurry. New York was the first U.S. state to mandate that all cigarettes manufactured or sold within the state comply with a fire-safe standard. Canada has passed a similar nationwide mandate based on the same standard. All U.S. states are gradually passing fire-safe mandates. The European Union in 2011 banned cigarettes that do not meet a fire-safety standard. According to a study made by the European Union in 16 European countries, 11,000 fires were due to people carelessly handling cigarettes between 2005 and 2007. This caused 520 deaths with 1,600 people injured. Cigarette advertising Many countries have restrictions on cigarette advertising, promotion, sponsorship, and marketing. For example, in the Canadian provinces of British Columbia, Saskatchewan and Alberta, the retail store display of cigarettes is completely prohibited if persons under the legal age of consumption have access to the premises. In Ontario, Manitoba, Newfoundland and Labrador, and Quebec, Canada and the Australian Capital Territory the display of tobacco is prohibited for everyone, regardless of age, as of 2010. This retail display ban includes noncigarette products such as cigars and blunt wraps. Warning messages in packages As a result of tight advertising and marketing prohibitions, tobacco companies look at the pack differently: they view it as a strong component in displaying brand imagery and a creating significant in-store presence at the point of