AIMS: To examine perceptions of risk related to type of cigarette brand. DESIGN AND SETTING: Cross-sectional findings from wave 5 of the ITC Four Country Survey, conducted with nationally representative samples of smokers in 2006. PARTICIPANTS: A total of 8243 current and former adult (≥18 years) smokers from Canada (n=2022), the United States (n=2034), the United Kingdom (n=2019) and Australia (n=2168). MEASUREMENTS: Outcomes included beliefs about the relative risks of cigarettes, including perceptions of 'own' brand. Correlates included socio-demographic, smoking-related covariates and brand characteristics. FINDINGS: One-fifth of smokers believed incorrectly that 'some cigarette brands could be less harmful' than others. False beliefs were higher in both the United States and United Kingdom compared to Canada and Australia. Smokers of 'light/mild', 'slim' and 100 mm/120 mm cigarettes were more likely to believe that some cigarettes could be less harmful [odds ratio (OR)=1.29, 95% confidence interval (CI)=1.12-1.48 and that their own brand might be a little less harmful (OR=2.61, 95% CI=2.01-3.41). Smokers of 'gold', 'silver', 'blue' or 'purple' brands were more likely to believe that their 'own brand might be a little less harmful' compared to smokers of 'red' or 'black' brands (OR=12.48, 95% CI=1.45-107.31). CONCLUSIONS: Despite current prohibitions on the words 'light' and 'mild', smokers in western countries continue to falsely believe that some cigarette brands may be less harmful than others. These beliefs are associated with descriptive words and elements of package design that have yet to be prohibited, including the names of colours and long, slim cigarettes.
AIMS: To examine perceptions of risk related to type of cigarette brand. DESIGN AND SETTING: Cross-sectional findings from wave 5 of the ITC Four Country Survey, conducted with nationally representative samples of smokers in 2006. PARTICIPANTS: A total of 8243 current and former adult (≥18 years) smokers from Canada (n=2022), the United States (n=2034), the United Kingdom (n=2019) and Australia (n=2168). MEASUREMENTS: Outcomes included beliefs about the relative risks of cigarettes, including perceptions of 'own' brand. Correlates included socio-demographic, smoking-related covariates and brand characteristics. FINDINGS: One-fifth of smokers believed incorrectly that 'some cigarette brands could be less harmful' than others. False beliefs were higher in both the United States and United Kingdom compared to Canada and Australia. Smokers of 'light/mild', 'slim' and 100 mm/120 mm cigarettes were more likely to believe that some cigarettes could be less harmful [odds ratio (OR)=1.29, 95% confidence interval (CI)=1.12-1.48 and that their own brand might be a little less harmful (OR=2.61, 95% CI=2.01-3.41). Smokers of 'gold', 'silver', 'blue' or 'purple' brands were more likely to believe that their 'own brand might be a little less harmful' compared to smokers of 'red' or 'black' brands (OR=12.48, 95% CI=1.45-107.31). CONCLUSIONS: Despite current prohibitions on the words 'light' and 'mild', smokers in western countries continue to falsely believe that some cigarette brands may be less harmful than others. These beliefs are associated with descriptive words and elements of package design that have yet to be prohibited, including the names of colours and long, slim cigarettes.
Authors: Ron Borland; Hua-Hie Yong; Bill King; K Michael Cummings; Geoffrey T Fong; Tara Elton-Marshall; David Hammond; Ann McNeill Journal: Nicotine Tob Res Date: 2004-12 Impact factor: 4.244
Authors: Maansi A Bansal; K Michael Cummings; Andrew Hyland; Joseph E Bauer; Janice L Hastrup; Craig Steger Journal: Nicotine Tob Res Date: 2004-12 Impact factor: 4.244
Authors: R Borland; G T Fong; H-H Yong; K M Cummings; D Hammond; B King; M Siahpush; A McNeill; G Hastings; R J O'Connor; T Elton-Marshall; M P Zanna Journal: Tob Control Date: 2008-04-21 Impact factor: 7.552
Authors: Monica E Cornelius; K Michael Cummings; Geoffrey T Fong; Andrew Hyland; Pete Driezen; Frank J Chaloupka; David Hammond; Richard J O'Connor; Maansi Bansal-Travers Journal: Tob Control Date: 2014-09-26 Impact factor: 7.552
Authors: Ilan Behm; Natasha A Sokol; Ryan David Kennedy; Vaughan W Rees; Gregory N Connolly Journal: Am J Public Health Date: 2013-01-17 Impact factor: 9.308
Authors: Israel T Agaku; Constantine I Vardavas; Olalekan A Ayo-Yusuf; Hillel R Alpert; Gregory N Connolly Journal: Drug Alcohol Depend Date: 2013-12-24 Impact factor: 4.492
Authors: Melissa Mercincavage; Megan L Saddleson; Emily Gup; Angela Halstead; Darren Mays; Andrew A Strasser Journal: Drug Alcohol Depend Date: 2017-02-03 Impact factor: 4.492