Acute effects of charcoal filters and package color on cigarette perceptions and use behaviors: Results from a randomized pilot study examining Natural American Spirit “Sky”

• Published in: Drug and alcohol dependence Vol. 255; p. 111080
• Main Authors: Mercincavage, Melissa, Waugh, Lizza K., Gratale, Stefanie, Wackowski, Olivia, Pearson, Jennifer L., House, Kendra, O’Connor, Richard, Strasser, Andrew A.
• Format: Journal Article
• Language: English
• Published: Ireland Elsevier B.V 01.02.2024
• Subjects: Adult; Charcoal; Charcoal filter; Cigarette smoking; Female; Humans; Male; Pack color; Pilot Projects; Product Packaging; Risk perceptions; Smoking; Smoking behaviors; Tobacco Products; Risk perceptions; Smoking behaviors; Cigarette smoking; Charcoal filter; Pack color
• ISSN: 0376-8716; 1879-0046
• DOI: 10.1016/j.drugalcdep.2024.111080

Charcoal-filtered cigarettes have been available for decades but have never held a major share of the U.S. cigarette market. This pilot study gathered initial behavioral data characterizing how “Sky”—a recently introduced charcoal-filtered cigarette variety that uses potentially misleading marketing features—is used and what impact its packaging color has on consumer perceptions. Forty adult daily non-menthol cigarettes users (52.5% male, 75.0% White, mean age = 46.1, 14.3 mean cigarettes/day) completed a single-session deception study utilizing a 2 ×2 mixed factorial design to manipulate cigarette filter condition (charcoal vs. non-charcoal) and pack color (light vs. dark). Participants smoked two cigarettes identical in appearance and packaging but differing in filter type (blinded and order counterbalanced) and completed pre- and post-cigarette CO samples and post-cigarette questionnaires. Participants endorsed more favorable subjective ratings, puffed less of, held more correct beliefs about risks, and expressed greater intentions to use the charcoal (vs. non-charcoal)-filtered cigarette (p’s <0.05). Pack color had few effects on outcomes; however, cigarettes in light vs. dark colored packs were rated as cleaner tasting (p <0.01). Neither filter condition nor pack color affected CO boost. There were no interaction effects on any outcomes. Under blinded conditions, Sky charcoal-filtered cigarettes are initially appealing independent of their packaging color. Findings warrant further study of these effects on perceptions, behavior, and harm exposure after longer, open-label use periods. Findings may inform regulatory decisions regarding cigarette packaging and filter composition. •The marketing of Sky charcoal-filtered cigarettes is potentially misleading.•We collected initial behavioral data on acute use and perceptions of Sky.•Participants found charcoal- (vs. non-charcoal) filtered cigarettes more appealing.•Pack color had little impact on outcomes.•Findings warrant further study of Sky’s effects over longer use periods.