Smokers’ Perceptions and Warnings
A study conducted with 8,000 smokers in four countries found that 20 percent or 2,000 smokers incorrectly assumed that lighter colors of cigarette packs: silver, gold or white are less dangerous than black or red colors/brands. And, they believe that some brands may be less harmful than others. False beliefs were higher in the United States and United Kingdom compared to Canada and Australia -- the four countries where the research was conducted.
The researchers wanted to examine perceptions of risk related to type of cigarette brand. Smokers who described their own brand of cigarette as “light, mild, or slim” were more likely to think that some brands are less harmful than others, in particular their own brand. These beliefs are associated with the descriptive wording on cigarette packages. As the researchers noted in the journal, Addiction, the words 'light' or 'mild' are prohibited in cigarette marketing in more than 50 countries. This includes the United States which enacted The Family Smoking Prevention and Tobacco Control Act allowing some FDA authority over tobacco products. However, the Act does not cover the use of words such as “long or slim” or the use of colors to describe types of cigarettes. (See below for information on FDA required packaging restrictions)
Despite package wording restrictions, many smokers still think some brands or types of cigarettes are safer than others. Researchers suspect this is linked to colors in packaging, as lower tar cigarettes are often packaged in silver, blue, white, or gold color packages, while higher tar cigarettes tend to have red or black color packets. The researchers noted that the confusion among smokers may come from brands that changed their “light” cigarette brands to silver or gold packaging; for example Marlboro Lights became Marlboro Gold.
But all brands of cigarettes present an equal level of risk to smokers, including mild or low-tar brands. Low-tar cigarettes are just as harmful as other types, because people may inhale more deeply into their lungs and smoke more cigarettes in order to get the same level of nicotine dosing. The researchers also report that smokers often falsely believe that slim cigarettes are less dangerous; smoother tasting cigarettes are less harmful than those with a harsh taste; filtered cigarettes reduce health risks; and, nicotine is the cause of most of the cancers caused by cigarettes. This also speaks to some smoker’s reluctance to use nicotine replacement products when going through tobacco treatment to reduce cravings and ease their recovery from tobacco addiction.
It’s important for smokers to be educated that cigarettes pose many health risks and that packaging which is part of marketing strategy should not appease them from those risks. All cigarettes are harmful to health. No type offers protection against the over 30% of cancers, lung diseases, and heart disease attributed directly to smoking. As stated in the 2010 Surgeon General Report, “the report describes in detail the ways tobacco smoke damages every organ in the body and causes disease and death.”
Source: Seema Mutti, David Hammond, Ron Borland, Michael K. Cummings, Richard J. O'Connor, Geoffrey T. Fong. Beyond light and mild: cigarette brand descriptors and perceptions of risk in the International Tobacco Control (ITC) Four Country Survey. Addiction, 2011; DOI: 10.1111/j.1360-0443.2011.03402.
New Graphic Warnings for All Cigarette Packages and Advertisements
Beginning September 22, 2012, graphic health warnings will appear on every pack of cigarettes sold in the United States and in every cigarette advertisement. The FDA will require larger, more noticeable health warnings, replacing the Surgeon General warning that is currently displayed. This marks the first change in cigarette packaging in more than 25 years. Graphics will appear on the top half of the front and back panels of each package. The upper portion of cigarette ads must also contain these warnings. The graphic warnings attempt to accurately communicate the dangers of smoking by representing serious tobacco-related health risks including death, addiction, lung disease, cancer, stroke, and heart disease.
Each warning is accompanied by the nationally-used state Quitline number, 1-800-QUIT-NOW. The Quitline is offered by many states through their tobacco prevention budgets and provides varying information in each state, depending on funding. In Pennsylvania, the Free Quitline provides up to five counseling calls, and at times, offers free Nicotine Replacement support to smokers interested in quitting.
The FDA worked with many experts in communications, marketing, graphic design, and advertising to develop the graphic images, and after a large-scale study and public comment, selected nine images. The success in the use of graphic warnings has been documented through multiple studies, the most recent was reported in CDC's, May 27, 2011 Morbidity and Mortality Weekly Report. The report cited an international survey conducted in 14 countries which reveals that health warnings on cigarette packages prompt smokers to think about quitting; and, effective warning labels, as a component of comprehensive tobacco control, can help save lives by reducing tobacco use.
Source: Morbidity and Mortality Weekly Report (MMWR), Cigarette Package Health Warnings and Interest in Quitting Smoking --- 14 Countries, 2008--2010, May 27, 2011 / 60(20); 645-651
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