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 September 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 September 23, 2014).

Share This



More Health & Medicine News

Tuesday, September 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Liberia Pleads for Help to Fight Ebola

Liberia Pleads for Help to Fight Ebola

AP (Sep. 22, 2014) Liberia's finance minister is urging the international community to quickly follow through on pledges of cash to battle Ebola. Bodies are piling up in the capital Monrovia as the nation awaits more help. (Sept. 22) Video provided by AP
Powered by NewsLook.com
Ebola Doctor Says Border Controls Critical

Ebola Doctor Says Border Controls Critical

AP (Sep. 22, 2014) A Florida doctor who helped fight the expanding Ebola outbreak in West Africa says the disease can be stopped, but only if nations quickly step up their response and make border control a priority. (Sept. 22) Video provided by AP
Powered by NewsLook.com
Global Ebola Aid Increasing But Critics Say It's Late

Global Ebola Aid Increasing But Critics Say It's Late

Newsy (Sep. 21, 2014) More than 100 tons of medical supplies were sent to West Africa on Saturday, but aid workers say the global response is still sluggish. Video provided by Newsy
Powered by NewsLook.com
Sierra Leone in Lockdown to Control Ebola

Sierra Leone in Lockdown to Control Ebola

AP (Sep. 21, 2014) Sierra Leone residents remained in lockdown on Saturday as part of a massive effort to confine millions of people to their homes in a bid to stem the biggest Ebola outbreak in history. (Sept. 20) Video provided by AP
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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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