Featured Research

from universities, journals, and other organizations

Smokers believe 'silver', 'gold' and 'slim' cigarettes are less harmful

Date:
April 13, 2011
Source:
Wiley-Blackwell
Summary:
Despite current prohibitions on the words 'light' and 'mild', smokers in Western countries continue falsely to believe that some cigarette brands may be less harmful than others.

Despite current prohibitions on the words 'light' and 'mild', smokers in Western countries continue falsely to believe that some cigarette brands may be less harmful than others. In fact, all conventional brands of cigarette present the same level of risk to smokers, including 'mild' and 'low-tar' brands.

A study published in the journal Addiction polled over 8000 smokers from Australia, Canada, the United Kingdom and the USA. Approximately one-fifth of those smokers incorrectly believed that "some cigarette brands could be less harmful than others." False beliefs were highest among US smokers.

Current research shows 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 fifty 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.

Dr. David Hammond, one of the researchers on the study, says that the study provides evidence for further regulation. Said Hammond, "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."


Story Source:

The above story is based on materials provided by Wiley-Blackwell. Note: Materials may be edited for content and length.


Journal Reference:

  1. Seema Mutti, David Hammond, Ron Borland, Michael K. Cummings, Richard J. O'Connor, Geoffrey T. Fong. Beyond light and mild: cigarette brand descriptors and perceptions of risk in the International Tobacco Control (ITC) Four Country Survey. Addiction, 2011; DOI: 10.1111/j.1360-0443.2011.03402.x

Cite This Page:

Wiley-Blackwell. "Smokers believe 'silver', 'gold' and 'slim' cigarettes are less harmful." ScienceDaily. ScienceDaily, 13 April 2011. <www.sciencedaily.com/releases/2011/04/110412065802.htm>.
Wiley-Blackwell. (2011, April 13). Smokers believe 'silver', 'gold' and 'slim' cigarettes are less harmful. ScienceDaily. Retrieved April 23, 2014 from www.sciencedaily.com/releases/2011/04/110412065802.htm
Wiley-Blackwell. "Smokers believe 'silver', 'gold' and 'slim' cigarettes are less harmful." ScienceDaily. www.sciencedaily.com/releases/2011/04/110412065802.htm (accessed April 23, 2014).

Share This



More Health & Medicine News

Wednesday, April 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Big Pharma Braces for M&A Wave

Big Pharma Braces for M&A Wave

Reuters - Business Video Online (Apr. 22, 2014) Big pharma on the move as Novartis boss, Joe Jimenez, tells Reuters about plans to transform his company via an asset exchange with GSK, and Astra Zeneca shares surge on speculation that Pfizer is looking for a takeover. Joanna Partridge reports. Video provided by Reuters
Powered by NewsLook.com
How Smaller Plates And Cutlery Could Make You Feel Fuller

How Smaller Plates And Cutlery Could Make You Feel Fuller

Newsy (Apr. 22, 2014) NBC's "Today" conducted an experiment to see if changing the size of plates and utensils affects the amount individuals eat. Video provided by Newsy
Powered by NewsLook.com
How to Master Motherhood With the Best Work/Life Balance

How to Master Motherhood With the Best Work/Life Balance

TheStreet (Apr. 22, 2014) In the U.S., there are more than 11 million couples trying to conceive at any given time. From helping celebrity moms like Bethanny Frankel to ordinary soon-to-be-moms, TV personality and parenting expert, Rosie Pope, gives you the inside scoop on mastering motherhood. London-born entrepreneur Pope is the creative force behind Rosie Pope Maternity and MomPrep. She explains why being an entrepreneur offers the best life balance for her and tips for all types of moms. Video provided by TheStreet
Powered by NewsLook.com
Catching More Than Fish: Ugandan Town Crippled by AIDS

Catching More Than Fish: Ugandan Town Crippled by AIDS

AFP (Apr. 22, 2014) The village of Kasensero on the shores of Lake Victoria was where HIV-AIDS was first discovered in Uganda. Its transient population of fishermen and sex workers means the nationwide programme to combat the virus has had little impact. Duration: 02:30 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins