The impact of standardized cigarette packaging among young women in Canada: A discrete choice experiment

Cigarette packaging is the most prominent form of tobacco promotion in Canada. Tobacco companies are increasingly selling cigarettes in innovative packaging, including the use of slim and super-slim “lipstick” sizes that are primarily marketed towards females. Australia is currently the only country that regulates the shape and size of cigarette packaging. The current study examined the relative importance of five cigarette packaging attributes—pack shape (e.g., “slims”) , brand, plain packaging, warning label size, and price—on perceptions of product taste, harm, and interest in trying, among young women in Canada. A discrete choice experiment was conducted online with smoking (n=211) and non-smoking (n=292) females, aged 16 to 24, recruited from a commercial sample. Respondents were shown 8 choice sets, each containing four packs displaying different combinations of the attributes: pack structure (slim, lipstick, booklet, standard); brand ( ‘Vogue’, ‘du Maurier’); branding (branded, plain); warning label size (50%, 75%); and price ($8.45,$10.45). For each choice set, respondents chose the brand that they: 1) would rather try, 2) would taste better, 3) would be less harmful, or “none”. For each outcome, the attributes’ impact on choices was analyzed using a multinomial logit model, and the relative importance (RI) of each attribute was calculated. The results showed that pack structure significantly influenced interest in trying (RI = 16%) and perceptions of taste (RI = 8%), whereas perceptions of harm were driven by pack structure (RI = 46%). Branding was the most important contributor to trial intent decisions (RI = 39%) and perceptions of taste (RI = 48%). Interest in trying among females significantly increased for booklet (p < 0.0001) packs compared to the traditional design. As well, females were significantly more interested in trying branded packs, female oriented ‘Vogue’ brand, and a 75% warning label size (p < 0.0001, for all). In terms of taste related perceptions, females believed that slim (p=0.02) and booklet packs (p=0.006) were significantly better tasting than traditional designs. Similarly, branded packs (p < 0.0001), ‘Vogue’ brand (p < 0.0001), 75% warning (p < 0.0001), and higher priced packs (p=0.04) significantly increased perceptions of taste among females. Among young females, booklet (p=0.03), lipstick (p < 0.0001) and slim (p < 0.0001) pack sizes were perceived as significantly less harmful compared to traditional designs. As well, women believed branded packs, ‘Vogue’ brand, and more expensive brands would be significantly less harmful (p < 0.0001, for all). Given that the discrete choice design did not include all pack profiles that could be generated with attribute-level combinations of branding, brand, and warning labels, and in particular, due to the absence of “branded Vogue packs with smaller warnings”, the findings on warning label size should be interpreted with caution. Overall, the findings suggest that “plain” packaging and prohibiting variations in pack shape and size may decrease interest in trying and reduce false perceptions of reduced product harm among young females

Representation and misrepresentation of scientific evidence in contemporary tobacco regulation:a review of tobacco industry submissions to the UK Government consultation on standardised packaging

BACKGROUND: Standardised packaging (SP) of tobacco products is an innovative tobacco control measure opposed by transnational tobacco companies (TTCs) whose responses to the UK government's public consultation on SP argued that evidence was inadequate to support implementing the measure. The government's initial decision, announced 11 months after the consultation closed, was to wait for 'more evidence', but four months later a second 'independent review' was launched. In view of the centrality of evidence to debates over SP and TTCs' history of denying harms and manufacturing uncertainty about scientific evidence, we analysed their submissions to examine how they used evidence to oppose SP. METHODS AND FINDINGS: We purposively selected and analysed two TTC submissions using a verification-oriented cross-documentary method to ascertain how published studies were used and interpretive analysis with a constructivist grounded theory approach to examine the conceptual significance of TTC critiques. The companies' overall argument was that the SP evidence base was seriously flawed and did not warrant the introduction of SP. However, this argument was underpinned by three complementary techniques that misrepresented the evidence base. First, published studies were repeatedly misquoted, distorting the main messages. Second, 'mimicked scientific critique' was used to undermine evidence; this form of critique insisted on methodological perfection, rejected methodological pluralism, adopted a litigation (not scientific) model, and was not rigorous. Third, TTCs engaged in 'evidential landscaping', promoting a parallel evidence base to deflect attention from SP and excluding company-held evidence relevant to SP. The study's sample was limited to sub-sections of two out of four submissions, but leaked industry documents suggest at least one other company used a similar approach. CONCLUSIONS: The TTCs' claim that SP will not lead to public health benefits is largely without foundation. The tools of Better Regulation, particularly stakeholder consultation, provide an opportunity for highly resourced corporations to slow, weaken, or prevent public health policies

The tobacco industry’s challenges to standardised packaging : A comparative analysis of issue framing in public relations campaigns in four countries

Tobacco industry public relations campaigns have played a key role in challenges to standardised cigarette packaging. This paper presents a comparative analysis of industry campaigns in Australia and the United Kingdom, which have implemented standardised packaging legislation; Canada, where policy has been adopted but not yet implemented; and the Netherlands, which has considered, but not enacted regulation. Campaigns were identified via Google searches, tobacco industry websites, media coverage, government submissions and previous research; analysis focused on issue framing and supporting evidence. Public relations campaigns in all case study countries drew on similar frames - the illicit trade in tobacco products, the encroaching 'nanny state', lack of evidence for the effectiveness of standardised packaging, a slippery slope of regulation, and inherent threats to intellectual property rights. These claims were supported by industry research, front groups and commissioned reports by accountancy firms, but were not with verifiable research. Independent evidence that contradicted industry positions was overlooked. Similarities in structure and content of public relations campaigns in countries that have enacted or considered regulation points to a strategic co-ordinated approach by cigarette manufacturers. Countries considering standardised packaging policy can expect powerful opposition from the tobacco industry. Tobacco control communities and policy makers can learn from previous experience, and share best practise in countering industry arguments

The Impact of Cigarette Packaging Design Among Young Females in Canada: Findings From a Discrete Choice Experiment

International audienceAbstractIntroduction:The tobacco industry uses various aspects of cigarette packaging design to market to specific groups. The current study examined the relative importance of five cigarette packaging attributes—pack structure (eg, “slims”), brand, branding, warning label size, and price—on perceptions of product taste, harm, and interest in trying, among young females in Canada.Methods:A discrete choice experiment was conducted with smoking and nonsmoking females, aged 16 to 24 ( N = 448). Respondents were shown 10 choice sets, each containing four packs with different combinations of the attributes: pack structure (slim, lipstick, booklet, traditional); brand (“Vogue,” “du Maurier”); branding (branded, plain); warning label size (50%, 75%); and price ($8.45,$10.45). For each choice set, respondents chose the brand that they: (1) would rather try, (2) would taste better, and (3) would be less harmful, or “none.” For each outcome, the attributes’ impact on consumer choice was analyzed using a multinomial logit model. Results:The multinomial logit analyses revealed that young females weighted pack structure to be most important to their intention to try (46%), judgment of product taste (52%), and judgment of product harm (48%). Price and branding were weighted important in trial intent decisions (23% and 18%, respectively) and product taste judgments (29% and 15%, respectively). Whereas warning label size and brand were weighted important when judging product harm (23% and 17%, respectively).Conclusion:The findings suggest that standardized cigarette packaging may decrease demand and reduce misleading perceptions about product harm among young females