Extending health messaging to the consumption experience: a focus group study exploring smokers' perceptions of health warnings on cigarettes

Citation

Moodie C, O’Donnell R, Fleming J, Purves R, McKell J & Dobbie F (2020) Extending health messaging to the consumption experience: a focus group study exploring smokers' perceptions of health warnings on cigarettes. Addiction Research and Theory, 28 (4), pp. 328-334. https://doi.org/10.1080/16066359.2019.1653861

Abstract
Introduction: While most countries require health warnings on cigarette packs, the Scottish and Canadian Governments are considering requiring health warnings on cigarette sticks. Methods: Twenty focus groups were conducted in Glasgow and Edinburgh (Scotland) with smokers (n ¼ 120) segmented by age (16-17, 18-24, 25-35, 36-50, >50), gender and social grade, to explore perceptions of cigarettes displaying the warning 'Smoking kills' on the cigarette paper and any demographic differences in how smokers responded to these. Results: A warning on each cigarette was thought to prolong the health message, as it would be visible when a cigarette was taken from a pack, lit, left in an ashtray, and with each draw, and make avoi-dant behavior more difficult. That it would be visible to others was perceived as off-putting for some. It was felt that a warning on each cigarette would create a negative image and be embarrassing. Within several female groups they were viewed as depressing, worrying and frightening, with it suggested that people would not feel good smoking cigarettes displaying a warning. Within every group there was mention of warnings on cigarettes potentially having an impact on themselves, others or both. Some, mostly younger groups, mentioned stubbing cigarettes out early, reducing consumption or quitting. The consensus was that they would be off-putting for young people, nonsmokers and those starting to smoke. Conclusions: Including a warning on each cigarette stick is a viable policy option and one which would, for the first time, extend health messaging to the consumption experience.

Keywords
Tobacco; health warnings; public policy

Journal
Addiction Research and Theory: Volume 28, Issue 4

People

Miss Jennifer McKell

Research Fellow 1, Institute for Social Marketing

Professor Crawford Moodie

Professor, Institute for Social Marketing

Dr Rachel O'Donnell

Senior Research Fellow, Institute for Social Marketing

Dr Richard Purves

Senior Research Fellow, Institute for Social Marketing