Smokers are influenced by package color

PACKAGING colour, slim cigarettes, a smooth taste. Many smokers believe these three factors each represent a safer smoke cigarette package

A study published in the journal Addiction reveals that one-in-five smokers believe “some cigarette brands could be less harmful than others”, with many basing their idea of risk on the colour of the packaging.

In fact all conventional brands of cigarettes present the same risk to smokers, regardless of whether they are ‘mild’ or ‘low-tar’.

The belief may stem from old branding of cigarettes as ‘mild’ or ‘light’.

Tobbacco companies are no longer allowed to describe their brand with these terms because they are misleading, but most simply changed them to a colour. What used to be Marlboro Lights are now Marlboro Golds.

The effect is that many smokers now equate light colours – such as gold, silver and white – with low-risk cigarettes.

The study surveyed over 8000 current and former smokers in Australia, the UK, US and Canada. False beliefs were higher in the UK and US.

The research also revealed many smokers believe they are safer if they smoke a slimmer or filtered cigarette or one with a smoother taste, and are under the impression that nicotine is responsible for most of the cancer caused by cigarettes.

Dr David Hammond, one of the researchers on the study, said “the findings highlight the deceptive potential of ‘slim’ cigarette brands targeted primarily at young women”.

“The findings also support the potential benefits of plain packaging regulations that will soon take effect in Australia, under which all cigarettes will be sold in packages with the same plain colour, without graphics or logos.”

Under proposed legislation aimed at reducing smoking rates in Australia, all logos will be removed from cigarette packaging, and tobacco companies will be required to print their brand name in a specific font.