Please use this identifier to cite or link to this item:
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Novel ways of using tobacco packaging to communicate health messages: Interviews with packaging and marketing experts
Author(s): Moodie, Crawford
Contact Email:
Keywords: Packaging and labelling
public health
Issue Date: 2016
Date Deposited: 20-May-2016
Citation: Moodie C (2016) Novel ways of using tobacco packaging to communicate health messages: Interviews with packaging and marketing experts. Addiction Research and Theory, 24 (1), pp. 54-61.
Abstract: Background: Packaging is a powerful communications tool. In this study innovative ways in which cigarette packaging could potentially be used to communicate health messages, beyond the on-pack warnings and plain packaging, were explored. Methods: Face-to-face interviews were conducted with packaging and marketing experts (N = 12) in the United Kingdom to explore novel ways of using the cigarette pack and cigarette to communicate with consumers: (1) Pack inserts, (2) A cigarette displaying a health warning, and (3) A pack playing an audio health message when opened. Participants were also asked to propose other ways, beyond those discussed, in which the pack could potentially be used to communicate health messages. Results: The on-cigarette warning was considered a powerful deterrent, thought to confront smokers, put off non-smokers, signal to youth that it is neither cool nor intelligent to smoke, and prolong the health message. Inserts were considered an appropriate supplement to the on-pack warnings, particularly if they featured gain-framed messages, and helpful for engaging smokers contemplating quitting. It was suggested that the pack with an audio health message may badger a regular smoker to the point of quitting, but the concern was that it was annoying and could lead smokers to decant their cigarettes into an alternative carrier. A number of other options for communicating with consumers were proposed. Conclusions: Pack inserts and cigarettes displaying health messages are two viable options available to regulators for supplementing the warnings on the outside of packs and thus extending health communication with consumers.
DOI Link: 10.3109/16066359.2015.1064905
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Novel packaging. Expert interviews.pdfFulltext - Published Version347.11 kBAdobe PDFUnder Embargo until 2999-12-18    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.