Shedding ‘light’ on cigarette pack design: colour differences in product perceptions, use and exposure following the US descriptor ban

• Published in: Tobacco control Vol. 31; no. 1; pp. 19 - 24
• Main Authors: Mercincavage, Melissa, Albelda, Benjamin, Mays, Darren, Souprountchouk, Valentina, Giovenco, Daniel P, Audrain-McGovern, Janet, Strasser, Andrew A
• Format: Journal Article
• Language: English
• Published: England BMJ Publishing Group Ltd 01.01.2022; BMJ Publishing Group LTD
• Subjects: Adult; advertising and promotion; Bans; Behavior; Biological effects; Brand preferences; Carbon monoxide; Cigarettes; Color; Contaminants; Demographics; Exposure; Federal regulation; Female; Gold; Health risk assessment; Health risks; Humans; Light; Male; Marketing; Metabolites; Nicotine; Original research; Packaging; packaging and labelling; Packaging design; Perceptions; Product design; Product lines; public policy; Risk management; Risk perception; Risk reduction; Smoke; Smokers; Smoking; smoking topography; Tar; Tobacco; Tobacco Products; Topography; Toxicants; Ventilation; Visual Perception; United Kingdom > UK; United States > US; packaging and labelling; nicotine; advertising and promotion; smoking topography; public policy
• ISSN: 0964-4563; 1468-3318
• DOI: 10.1136/tobaccocontrol-2020-055886

IntroductionMany countries removed misleading descriptors (eg, ‘light,’ ‘mild’) from cigarette packaging because they falsely conveyed messages of reduced risk. It is unclear if relabelled products currently promote misperceptions or differences in product use and toxicant exposure. We compared product perceptions, use and exposure between a US sample of Marlboro Gold (formerly ‘light’) and Red smokers.Methods240 non-treatment-seeking adult daily Marlboro smokers (70% male, 71% White, mean cigarettes/day=16.4 (SD=8.3)) completed two laboratory sessions over a 5-day period. During sessions, participants smoked two cigarettes through a topography device to capture their puffing behaviour, provided precigarette and postcigarette carbon monoxide (CO) assessments, and completed risk perception and subjective rating questionnaires. Self-reported cigarettes per day were verified via daily filter collection; urine collected at the end of the period was assayed for nicotine metabolites.ResultsGold (n=49) smokers were more likely than Red (n=191) to incorrectly believe their cigarettes had less nicotine and tar than regular cigarettes (ps<0.001), and rated them as weaker, less harsh, and mild tasting (ps<0.05). Differences between Red and Gold smokers in cigarettes per day and puffing behaviours trended towards significance (ps<0.1). Notably, there were no group differences on CO boost or total nicotine equivalents (ps>0.1).ConclusionsMisperceptions about nicotine and tar exist years after rebranding Marlboro Lights as Marlboro Gold. Biological results support that Gold smokers do not have lower toxicant exposure. The US should consider comprehensive packaging or product design regulations to properly inform smokers of product risks.Trial registeration number NCT02301351.