Impact of the removal of misleading terms on cigarette pack on smokers' beliefs about ‘light/mild’ cigarettes: cross‐country comparisons

Abstract

Removal of 'light/mild' descriptors and tar, nicotine and carbon monoxide yield information from cigarette packs is insufficient to effectively eliminate false beliefs. The combination of alternative descriptors and design features that produce differences in taste strength and harshness, independent of actual intakes, are sufficient to produce or sustain the same misbeliefs.