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Branding On Cigarette Packets Mislead Smokers, Says Study
Researchers at the University of Nottingham surveyed 1,300 people, and found that customers to generally believe that products branded "smooth", "silver" or "gold" were healthier and easier to give up.
They said that when people were shown plain packs, the false beliefs disappeared.
Under the European Union rules, it is banned to claim that some cigarettes are safer than others.
During the study, the researchers showed the subjects pairs of cigarette packs, and asked them to compare what they were like, or what they assumed they would be like, in terms of taste, tar levels, health risk, attractiveness.
The participants were also asked which of the cigarettes they thought would be to easy to give up, and how attractive they would be to someone choosing to smoke for the first time.
The results from 800 adult smokers and 500 teenagers, all in the UK, showed that lighter-colored packaging led people into believing that the cigarettes had lower tar content, or were generally less harmful.
Among the eight brands they were shown, over 50 per cent adults and teenagers reported that those labeled "smooth" were less harmful than the regular variety.
Fifty-three per cent adults rated Marlboro packs with a gold label as having a lower health risk, and 31 per cent said that they were easier to quit, when compared with the Marlboro packs with a red logo.
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More News on: Health Hazards of Smoking, Smoking And Cancer, Smoking And Tobacco, Smoking Risk, Smoking among Women, Cigarette Smoking - A Silent Killer
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