‘Silver’, ‘gold’ and ’slim’ cigarettes misleading many smokersApril 13th, 2011 - 11:38 am ICT by ANI
Washington, April 13 (ANI): For decades, experts have warned that all conventional brands of cigarette present the same level of risk to smokers, including ‘mild’ and ‘low-tar’ brands.
However, despite these warnings, a new study has revealed that many smokers in Western countries still believe that cigarettes labelled ’silver’, ‘gold’ and ’slim’ are less harmful than others.
Researchers polled over 8,000 smokers from Australia, Canada, the UK and the U.S.
Approximately one-fifth of those smokers incorrectly believed that ’some cigarette brands could be less harmful than others’.
False beliefs were highest among the U.S. smokers.
The current study showed that smokers base their perceptions of risk on pack colour, believing that ’silver’, ‘gold’ and ‘white’ brands are less harmful to smoke than ‘black’ or ‘red’ brands.
The reason for those beliefs may lie in the history of cigarette branding.
Cigarettes used to carry labels like ‘light’, ‘mild’, and ‘low tar’, and in some places they still do.
But in over 50 countries cigarette manufacturers are no longer allowed to use those labels because they are misleading.
In some cases, cigarette manufacturers simply changed their ‘light’ cigarettes to ’silver’ and ‘gold’ brands — for example, Marlboro Lights has become Marlboro Gold.
A significant percentage of smokers now seem to equate those colours with low-risk cigarettes.
Smokers in the study also revealed false beliefs that slim cigarettes are less harmful, cigarettes with harsh taste are riskier to smoke than smooth-tasking cigarettes, filters reduce risk, and nicotine is responsible for most of the cancer caused by cigarettes.
David Hammond, one of the researchers on the study, said that the study provides evidence for further regulation.
“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,” he said.
The study is published in the current issue of journal Addiction. (ANI)
- Smokers being mislead by branding on cigarette packets - Sep 07, 2009
- Cigarette packaging still misleading smokers: Study - Jul 28, 2009
- Novel test may lead to custom-tailored quitting approaches for smokers - Aug 29, 2010
- Harm reduction ciggies 'more harmful than conventional brands' - Oct 21, 2010
- 'Safe' cigarettes more toxic than regular ones: Study - Oct 21, 2010
- Smokeless cigarettes less harmful - Feb 21, 2012
- Beware! Passive smoking riskier than you think (May 31 is World No Tobacco Day) - May 30, 2012
- Tobacco companies may be using YouTube to market products - Aug 26, 2010
- Postmenopausal smoking boosts sex hormone levels - Sep 01, 2011
- Cigarette ads can fuel teens' smoking desires - Mar 03, 2010
- Britain may soon sell cigarettes in plain packets - Mar 07, 2011
- We Need A Lifetime Of No Tobacco, And Not Merely A Day - May 28, 2010
- Hookahs more dangerous than cigarettes - May 30, 2010
- Russia to ban hookah smoking in public - Nov 10, 2011
- Nicotine patch before quitting smoking doubles success rates - Jul 10, 2009
Tags: australia canada, cancer, cigarette brands, cigarette manufacturers, colours, david hammond, decades, false beliefs, harsh taste, history of cigarette, labels, light cigarettes, marlboro lights, nicotine, percentage of smokers, perceptions, silver and gold, silver gold, western countries, young women