Barrientos-Gutierrez Inti, Islam Farahnaz, Cho Yoo Jin, Salloum Ramzi George, Louviere Jordan, Arillo-Santillán Edna, Reynales-Shigematsu Luz Myriam, Barnoya Joaquin, Saenz de Miera Juarez Belen, Hardin James, Thrasher James F
Tobacco Research Department, National Institute of Public Health, Cuernavaca, Mexico.
Department of Epidemiology and Biostatistics, University of South Carolina, Columbia, South Carolina, USA.
Tob Control. 2020 Jul 14. doi: 10.1136/tobaccocontrol-2019-055463.
Cigarette packaging is a primary channel for tobacco advertising, particularly in countries where traditional channels are restricted. The current study evaluated the independent and interactive effects of cigarette packaging and health warning label (HWL) characteristics on perceived appeal of cigarette brands for early adolescents in Mexico.
A discrete choice experiment (DCE) was conducted with early adolescents, aged 12-14 years (n=4251). The DCE involved a 3×2 design with six attributes: brand (Marlboro, Pall Mall, Camel), tobacco flavour (regular, menthol), flavour capsule (none, 1 or 2 capsules), presence of descriptive terms, branding (vs plain packaging), HWL size (30%, 75%) and HWL content (emphysema vs mouth cancer). Participants viewed eight sets of three cigarette packs and selected a pack in each set that: (1) is most/least attractive, (2) they are most/least interested in trying or (3) is most/least harmful, with a no difference option.
Participants perceived packs as less attractive, less interesting to try and more harmful if they had plain packaging or had larger HWLs, with the effect being most pronounced when plain packaging is combined with larger HWLs. For attractiveness, plain packaging had the biggest influence on choice (43%), followed by HWL size (19%). Interest in trying was most influenced by brand name (34%), followed by plain packaging (29%). Perceived harm was most influenced by brand name (30%), followed by HWL size (29%).
Increasing the size of HWLs and implementing plain packaging appear to reduce the appeal of cigarettes to early adolescents. Countries should adopt these policies to minimise the impact of tobacco marketing.
香烟包装是烟草广告的主要渠道，尤其是在传统渠道受到限制的国家。本研究评估了香烟包装和健康警示标签（HWL）特征对墨西哥青少年对香烟品牌感知吸引力的独立和交互作用。
对12至14岁的青少年（n = 4251）进行了一项离散选择实验（DCE）。DCE采用3×2设计，有六个属性：品牌（万宝路、波迈、骆驼）、烟草口味（普通、薄荷醇）、口味胶囊（无、1或2个胶囊）、描述性术语的存在、品牌化（与无品牌包装相比）、HWL尺寸（30%、75%）和HWL内容（肺气肿与口腔癌）。参与者观看了八组每组三个香烟包装，并在每组中选择一个包装，该包装：（1）最有吸引力/最没有吸引力，（2）他们最有兴趣尝试/最没有兴趣尝试，或（3）最有害/最无害，还有一个无差异选项。
如果包装为无品牌包装或HWL较大，参与者会认为这些包装吸引力较低、尝试兴趣较低且危害更大，当无品牌包装与较大的HWL结合时，这种影响最为明显。对于吸引力，无品牌包装对选择的影响最大（43%），其次是HWL尺寸（19%）。尝试兴趣受品牌名称影响最大（34%），其次是无品牌包装（29%）。感知危害受品牌名称影响最大（30%），其次是HWL尺寸（29%）。
增加HWL的尺寸和实施无品牌包装似乎会降低香烟对青少年的吸引力。各国应采取这些政策，以尽量减少烟草营销的影响。
